Cadbury pulls its U.K. Easter campaign due to 'social distancing'

Ad from VCCP featured a thoughtful grandpa and teenage grandson

Published On
Mar 10, 2020

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Cadbury has pulled its U.K. Easter campaign, which featured an older man planning an egg hunt for his grandchildren, in the light of the coronavirus pandemic and the new rules about social distancing.

The ad from VCCP broke two weeks ago and depicts the man hiding eggs around his apartment, climbing up onto high shelves and crouching down under beds to place them high and low, before his two grandchildren arrive, one a little girl and one a tall teenager.

A spokesperson for the brand commented: "We take our responsibility for marketing & advertising very seriously. Our television ad was intended to inspire generosity & happiness in the run up to Easter. However, due to current government guidance on social distancing, we recognize it's no longer appropriate to encourage close physical contact, particularly with older generations. For that reason, we've made the decision to replace our current Easter ad with spots that are mindful of the current climate. We're working to do this as soon as possible."

The ad, directed by Si&Ad at Academy Films, was part of a long-running kindness-themed campaign by the Mondelez brand titled "There's a glass and a half in every one," which has focused particularly on kindness to older generations and reducing their loneliness. Another execution from last year featured neighborhood kids showing kindness to an elderly man next door. 



Mar 10, 2020
Client :
Agency :
Executive Creative Director :
Darren Bailes
Creative Director :
Chris Birch
Creative Director :
Jonny Parker
Creative Team :
Adam Sears
Creative Team :
Ben Evans
Creative Team :
Amy Taylor
Creative Team :
Louise Organ
Agency Producer :
Ed Mueller
Integrated Producer :
Pete Lewendon
Digital Producer :
Luke Dougherty
Photographer :
Mark Leary
Photographer's agency :
Swerve Represents
Production Company :
Director :
Producer :
Georgina Smith
Executive Producer :
Medb Riordan
Cinematographer :
Stephane Fontaine
Editor :
Ellie Johnson
Edit :
Post Production :
Soloman Tiigar
Post Production :
Sound Design :
Jack Sedgwick
Sound Design :
Colorist :
Matthieu Toullet
Business Director :
Matt Smith
Senior Account Director :
Charlie Griffith
Account Director :
Alec Campbell
Account Manager :
Matt Reed
Account Executive :
Xanthe Fuller
Joint Head of Planning :
Nicky Vita
Planner :
Alex Grieves
Planner :
Alana King
Media Agency :
PR Agency :

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