Cadbury recruits Aussies and TikTok stars to promote Caramilk among Brits
Cadbury has tapped Aussies and TikTok stars for the second campaign to promote its Caramilk brand in the UK after it was first rolled out to huge success in Australia and New Zealand.
Cadbury and global creative agency VCCP London, together with global production studio Girl&Bear, have unveiled the ‘Just Ask An Aussie’ campaign series.
The Aussies, recruited by Cadbury, act as walking advertisements for the brand by wearing Caramilk tees, totes and hoodies, and share the hype with British people about why they love the chocolate.
Bryony Tate, brand manager at Mondelez, said: “Last year, we launched Cadbury Caramilk in the UK with a bang, sharing Aussies’ love of Caramilk far and wide. This year, we’re excited to take the ‘Just Ask An Aussie’ idea to the next level, sponsoring a thousand Aussies to make sure there’s always one nearby for Brits to ask for themselves.”
To help find and recruit these Caramilk-loving Aussies, Cadbury ran media in Aussie hotspots, including direct out-of-home (DOOH) and digital banners through a media partnership with LadBible, led by The Story Lab and Carat. After signing up from a dedicated website, sponsored Aussies are paid (in Caramilk) and receive merchandise bearing the message: “It’s amazing. Just ask this Aussie.”
The campaign will run until the end of September across video-on-demand (VOD), radio, social, YouTube, website activation, DOOH and eCRM. A PR campaign will be led by Ogilvy.
Angus Vine, creative director at VCCP London, added: “How do you top sticking an actual Aussie on a billboard? You recruit 1000 walking, talking billboards to spread the word instead. Aussies have loved Caramilk for years, and with over 138,000 Aussies living in the UK, it makes them the perfect spokespeople for the brand. Look out for one and ‘Ask An Aussie’ to see what all the fuss is about.”