All Heroes, No Zeros

Cadbury has launched All Heroes, No Zeros, a major new integrated campaign and brand platform for its beloved Cadbury Heroes range, created by global creative agency of record VCCP. The campaign positions Heroes as the ultimate sharing brand where every chocolate has earned its place – no fillers, no least-loved options, just fan favourites. Bringing this to life, the creative celebrates the UK’s most iconic line-ups across culture, music, history and sport – from Queen and Santa’s reindeers to Robin Hood’s Merry Men, Arsenal Women Football Club and even the cast of Pride & Prejudice – all reimagined as Heroes chocolates. The platform leads with high-impact OOH placements, including Piccadilly Lights, and a playful 30-second film directed by stop-motion specialist Anthony Farquar-Smith through Not To Scale and VCCP’s Girl&Bear.

The hero film transforms a tub of Cadbury Heroes into a sell-out concert where chocolate versions of Queen perform to an ecstatic crowd — Freddie Mercury as Crunchie Bits, Brian May as Dairy Milk, Roger Taylor as Dinky Decker and John Deacon as Dairy Milk Caramel. The spot closes with the line: “The best groups are all heroes, no zeros – like Cadbury Heroes.” The campaign runs across BVOD, OOH and radio, supported by social and CRM activity from Elvis, with media led by Publicis Media UK. Emma Paxton, Marketing Manager at Mondelez, said, “Heroes are full of bangers – not just one or two favourites, but a genuinely great mix with something for everyone.”