Cadbury Heroes are the UKs equivalent to Australia’s Cadbury Favourites. Cadbury has launched its first Heroes campaign since the 2013 ‘What to Bring’ advertisment, with a new heart warming digital series, ‘Families Reunited’, focusing on families working to reconnect.
A series of long-form videos share stories of how parents are trying to get involved in their kids hobbies to reunite and rebuild their relationships. The first episode of the series tells the story of a father learning to ride a bike like his son, whilst episode two will show a truck driver mother learning to figure skate like her eldest son.
Various platforms and channels will be used to share the campaign, including Facebook, Instagram and Television, with the focus of directing people to go watch the 20 minute short films.
This longer videos provide a story and engage with viewers to provide them with a more genuine and rewarding experience; creating a much deeper connection and a richer consumer experience than they would get from a traditional media plan.
This is the first digital-series campaign Cadbury has used, hoping that their marketing efforts ‘stand out in an increasingly competitive market. Through the campaign Cadbury targets families, specifically with teenage children who they feel may be disconnected from – its all about being relatable and tapping into that understanding of modern family life. Cadbury is a brand often found in the home, and a family home is often a space for entertainment to be shared; with this campaign focusing on Cadbury creating their own entertainment and finding ways to share that with people.
The series aims to relate to the modern day consumer, acknowledging that ‘family time isn’t really how it used to be’ – through watching the campaign and sharing Heroes Cadbury hopes to reconnect families and ultimately use their brand as the tool to share the love, share the chocolates and reunite the family.
Grace's Blog 
Great post Grace!
I think it is a great idea when brands try to connect to customers on a deeper level than just their product. Storytelling is such a good way to increase the relevance the brand has to others especially if the stories are ones that people may be able to relate to such as in this case with Cadbury.
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I am all for Cadbury’s decision to implement this sound marketing campaign that uses an emotional appeal to target a consumers interest. Forget the glitz and glam and strip back to the core of what people actually want! A sense of belonging or comfort. In this case, Cadbury has given consumers a product and experience that they can relate to, which as a result creates positive brand judgements and associations. Great read!
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