Agency: VCCP
Client: Cadbury
Date: Oct 2019
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On Saturday Cadbury took their partnership with Age UK to the next level by launching a ‘Donate Your Words’ shop, where money had no value – but your words did.

The UK’s favourite chocolate brand purchased the stock on behalf of the public, so that they could choose any item they wanted in exchange for a pledge to reach out or talk to a lonely older person.

This meant there were no price tags in sight, and customers could simply take their chosen items to the till and ‘pay’ with a pledge to carry out the action on the tag. This could be a quick ‘hello’ to an older person at the bus stop, a chat with an older neighbour, or a phone call to an older relative.


VCCP Retail:

ECD: Dan Colley

Creative Director: Iain Lawrence

Senior Creative Team: Adam Ablo, Zoë Stock

Account Team: Sam Spong, Craig Barnes

Producer: Jess Cross

Planner: Ella Rule

Design & Artwork: Phil Tee, Matt Donovan


ECD: Darren Bailes

Creative Directors: Chris Birch and Jonny Parker

Creative team: Rob Ellis, Peter Reid

Account team: Matt Smith, Gen Hole, Matt Reed

Planner: Hannah Martin

Integrated producer: Jon Dewart

Creative producer: Romana Kit


Social & Influence Director: Aurelien Pakula

Social & Influence Editor: Connor Wynn