Cadbury brings back ‘Made to Share’ with candid moments of everyday generosity

Cadbury has relaunched its ‘Made to Share’ campaign with a new series of press and out-of-home ads capturing spontaneous acts of everyday generosity.

Created by VCCP and produced by the agency’s content studio Girl&Bear, the latest instalment uses candid photography to spotlight small human moments that often pass unnoticed.

Scenes range from giving up a window seat on a flight to helping someone find a TV remote they were sitting on, reinforcing the brand’s long running belief that generosity lives in ordinary behaviour.

The work builds on the award-winning platform that previously introduced limited-edition chocolate bars celebrating thoughtful gestures. The campaign forms part of Cadbury’s broader ‘Generosity’ positioning and its familiar idea that ‘There’s a Glass and a Half in Everyone’.

Twelve new packaging designs accompany the launch, each recognising a different act of generosity. The bars will appear in stores nationwide alongside an in-store promotion offering shareable prizes linked to the messages on pack.

​Chris Birch and Jonathan Parker, chief creative officers at VCCP, said, “It really shows the strength and confidence of the brand when you can remove all signs of product yet still know exactly who it’s for.”

To build reach, the creative will run across press and outdoor placements including a high impact DOOH site at Stansted Airport, with media handled by Publicis Media UK. Print executions will appear in the Guardian, Metro and The Sun.

Elise Burditt, senior marketing director at Mondelez International, said the campaign “celebrates the beautiful, everyday gestures that shape our relationships.”

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