By Amy Houston, Senior Reporter

April 23, 2023 | 4 min read

The comedian is helping promote the chocolate maker’s Brunch Bars by championing its beige but tasty ingredients.

Cadbury Brunch has launched an integrated campaign that features three ads narrated by stand-up star Sunil Patel. In each short, Patel talks through the product’s ingredients in a flat, droning voice.

“An Oat? Is that what they look like? Never seen one up close like that on its own,” he says. “Who first saw that and tough ‘food’?”

Thankfully, he perks up a little when he sees the morels meet some melted Cadbury chocolate and the finished product looking a little more enticing.

The campaign is the work of agency VCCP and was inspired by the brand’s new creative platform, ‘But Actually Tasty’, which focuses on the idea that Cadbury Brunch takes some good but slightly unexciting ingredients and makes them tasty through the addition of chocolate.

Maria Jackson, brand manager at Cadbury, said: “When it comes to snack bars, people want something tasty but expect something bland. Cadbury Brunch really delivers on taste, so it’s great that we get to celebrate it through this campaign.”

The campaign will be further amplified through social, out-of-home, radio and audio sponsorships. Cadbury will also be working with Ed Gamble and James Acaster’s ‘Off Menu’ podcast, as well as Shagged, Married, Annoyed, which is presented by Rosie and Chris Ramsey.

Laura Muse, creative director at VCCP, added: “If we are really being honest, none of us jump at the chance to scoff a handful of nuts or oats. But most healthy snack brands pretend like we all do. So we thought this stuff needed a reality check and an even healthier dose of Cadbury’s down-to-earth humor. Because we all perk up when we hear there’s chocolate involved.”

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