Cadbury hopes to avoid ‘wallpaper’ marketing with digital-first campaign

Cadbury is launching a campaign for its Heroes miniatures range that will focus on digital content in a move it hopes will engage consumers more than a traditional media plan.
Its first advertising campaign since 2013 features parents trying to reconnect with their teenager children by getting involved in their hobbies. Created by VCCP, the ‘Families Reunited’ activity features a series of digital content shorts, including one showing a father learning to ride a BMX bike.
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