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By Stephen Lepitak, -

April 10, 2013 | 2 min read

Cadbury has begun to roll out a £6m multi-channel campaign to promote the release of Cadbury Crispello.

Crispello is the company’s first new product launch in over a decade, and will be promoted through TV, VOD, PR, digital outdoor, six sheets, experiential, sampling and social activity, involving agencies Fallon, GolinHarris, PHD, Pretty Green and HyperNaked.

The TV campaign will run until the end of the month, with the below-the-line campaign set to begin on 17 April, led by comedian Vikki Stone who will aim to find Britain’s cheekiest moments by asking the public to upload cheeky stories onto the Cadbury UK Facebook page. The competition will run until 13 May, with five stories being picked each week and then recreated by Stone in a film or stand-up comedy routine.

The three most popular stories on the site will be used by Stone at a personalised comedy gig in their home town.

Sally Barton, brand manager at Cadbury, commented: “The marketing strategy – a lovely little naughtiness – embodies what Cadbury Crispello stands for and we hope it will entertain and inspire our consumers. We expect that this £6m multi-channel campaign will not only drive sales, but show the nation how Cadbury Crispello can give you a lovely little naughtiness whenever and wherever you want it.”

The campaign is targeting a ‘younger’ light-TV viewing audience.


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