Cadbury stuck live Aussies on U.K. billboards to promote its new candy bar

The brand is launching Caramilk in another region after success Down Under

Published On
Sep 28, 2021

Editor's Pick

Cadbury's newest launch in the U.K., a caramelized white chocolate candy bar called Caramilk, is an import from Australia. So, the Mondelez brand decided to promote it in the U.K. by putting real-life Australians on billboards there to sing its praises.

The outdoor stunt by Cadbury's global agency VCCP consists of three billboards, in London, Manchester and Birmingham, going up for one day this week in each city. Two real-life Australians, one male and one female, will be sitting on platforms on the billboards, tasked with answering people's questions about the product. The text above their platform reads: "It's amazing. Just ask this Aussie."

The Aussies, who were chosen via a casting process both for their enthuiasm for the product as well as for being "charismatic," will take turns in shifts for a six hour day on each billboard. For those who can't see the billboard in person, there will be an Instagram Q&A where people can also interact with Australians.

The outdoor stunt is part of Caramilk's U.K. launch, which kicked off in August with an integrated campaign targeted at U.K. millennials, running across platforms inlcuding Facebook, Instagram, Twitter, TikTok and YouTube. Creative has included quotes from Australians on social media about Caramilk, such as “You’ll love it more than your cat,” “You’ll think about it while eating other chocolate," and even “You’d give up your gran for one.” Outdoor sites have also heroed real tweets and social posts from Aussies about their love of Caramilk.


Sep 28, 2021
Client :
Cadbury Caramilk
Agency :
Executive Creative Director :
Chris Birch
Executive Creative Director :
Jonny Parker
Creative :
Ben Evans
Creative :
Adam Sears
Editorial Director :
Aurel Pakula
Business Director :
Matt Smith
Account Director :
Sophie Bowler
Account Manager :
Xanthe Fuller
Planning Director :
Gethin James
Planner :
Lloyd Scott
Agency Creative Producer :
Pete Lewendon
Integrated Project Director :
Jon Dewart
Head of Integrated Production :
Ryan O’Kane
Cx Project Director :
Hazel Coleman
Digital Producer :
Melissa Arthur
Digital Producer :
Anthony Grace
Head of Design :
Jordan Blood
Design Director :
Phil Tee
Design Director :
Lee Bodell
Design Director :
Adam Edwards
Designer :
Tegan Barnes
Designer :
Francesca Ciafre
Motion Designer :
Ondrej Hanel
Motion Designer :
Ivan Huri
Motion Designer :
Sam Kim
Motion Designer :
Gregory Mills
Senior Creative Artworker :
Toby Kadir
Senior Creative Artworker :
Liam Leal
Mondelez Associate Director Marketing Cadbury Equity :
Colin O’Toole
Mondelez Marketing Director Confectionary UK&I :
Benazir Barlet-Batada
Mondelez Marketing Manager :
Michael Moore
Mondelez Brand Manager :
Beatrice Berutti
Mondelez Brand Executive :
Ellie Swales
Media :
Production Company :
Production Company :
Vccp Cx
PR :
Community Management :

Need a credit fix? Contact the Creativity Editors

Project Type