‘Succumb to the crumb’ with Cadbury Flake

Friday, 06 November 2009

Cadbury, the UK's number one confectionery manufacturer, has invested £1.5m behind an advertising campaign for Cadbury Flake, to run throughout November.

The campaign includes double page ads in weekly consumer print titles which launched from the start of this month and highly impactful billboard-size outdoor posters, nationwide from 16th November.

The new advertising follows tradition for Flake; targeted at women and highly sensual in its nature. There are two different executions which each show an impactful visual of a woman's lips, while she is enjoying a piece of Flake, with the slogan, ‘succumb to the crumb'.

Cadbury Flake sampling will also take place during November, to ensure consumers really do ‘succumb to the crumb'. The sampling will reach hundreds of thousands of consumers and remind them how great Flake tastes.

Sampling will be activated through magazines/newspapers and in high profile locations, such as large shopping centres.

Kate Harding, Trade Communications Manager at Cadbury, comments:
"Cadbury Flake has always been a brand loved by women. Its delicious crumbly texture and taste make it totally unique and we wanted to show this with some beautiful close up photography of Flake's delicate chocolate folds being eaten in the sensual way typical of Flake.

"The striking advertising visuals of Flake will help drive desire for the brand, reminding consumers how delicious it is and increasing demand for Flake in-store, with 13.3 million target consumers expected to see this impactful new campaign."

Source: Cadbury

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