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By Imogen Watson, Senior reporter

September 24, 2018 | 3 min read

Cadbury has invested £2.8m in its first TV campaign in two-decades as it looks to mark the 80 year anniversary of the Roses brand.

The campaign, created by VCCP, sees the return of Roses memorable slogan ‘Thank You Very Much,’ which was last seen on screens in 1998.

This homage to Roses past aims to not only evoke nostalgia for the brand, but according to Cadbury's marketing manager Michael Moore, also remind its customers that “thank yous are just as relevant now, as they always have been.”

Talking to The Drum, Moore said: “What we want to do is remind everyone how nice it is to say thank you, and that there isn’t a more perfect gift than Cadbury’s Roses to do that with.”

“We know from research that people prefer to gift with chocolate more than anything else [...] and we want to keep the brand modern and relevant, so people consider it as a brand to gift.”

The advert is part of Cadbury’s new strategy to bank on its heritage as a family brand after it dropped the ‘Free the Joy’ campaign earlier this year.

Building on their ‘generosity’ theme, the advert follows a young boy and his dad from the moment he is picked up from the school gates. Much to the bewilderment of those they encounter, the lad replaces the word ‘thank you’ with ‘roses.’

Drawing on the innocence of childhood, by the end we discover that the boy has, in fact, misheard his teachers. Discussing how best to say thank you, one teacher pops a Cadbury Rose chocolate in her mouth, joking ‘with Roses,’ to which the boy takes literally.

It’s been almost a year since Cadbury began working with VCCP. The agency's executive creative director Darren Bailes said: “It has given us such pleasure to reignite this strategy in 2018 with a simple story of father and son walking home from school. Warm, human, fabric of the nation stuff. We are really proud of the work.”

The campaign will launch on ITV’s Emmerdale, with digital, PR and experiential activisations to follow. Digital activity will go live on 24 September to align with the TV launch and it will target a range of interests. The whole campaign will last for seven weeks.

Cadbury: advert-top-1 by VCCP

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