Best of the Fests

The Challenge:
Cadbury was finding that its brands in the ‘bars’ product range were struggling to gain much impact from their individual promotional budgets.

The Solution:
To combine budgets and create a large national ‘Bar’s’ promotion across the full product range focused on a single creative theme that would appeal to all audiences.

The Idea:
A wide range of target audiences relate to music. We partnered with a national radio station and used a range of international music festivals as a unifying promotional incentive. Customers had the chance to becoming roving reporters for Nova Radio and travel to the ‘Best of the fests’.