Just Ask An Aussie

Agencies: VCCP London Girl&Bear


This summer, Cadbury Caramilk is back and has recruited an army of Aussies to help spread the word about Caramilk. Cadbury Caramilk will be sponsoring a thousand lucky Aussies as walking, talking advertisements for the viral chocolate as they share the hype with Brits who are curious about what the fuss was all about Down Under.

Cadbury and global creative agency, VCCP London, together with global production studio, Girl&Bear, today launch the latest instalment in the successful ‘Just Ask An Aussie’ campaign series. Last year’s campaign featured the standout ‘Aussie on a billboard’ and contributed to a record-breaking year for Caramilk: the newly developed bar for the UK became Mondelez’s biggest ever confectionery launch*.

Back with a bang, Cadbury is now decking out Caramilk-loving Aussies in sponsorship merchandise, from Caramilk tees, to totes and hoodies. After signing up from a dedicated website, sponsored Aussies are paid (in Caramilk) and receive merchandise bearing the message “It’s amazing, just ask this Aussie”, encouraging those who encounter the ambassadors to ask what the fuss is all about. The sponsored Aussies will be super easy to spot, ensuring that no one ever feels like they’re more than a few miles away from a mega-fan.

The latest chapter in the Caramilk campaign heroes a 30” film which will roll out across multiple formats including VOD and YouTube. The playful creative which amplifies the spirit of Caramilk, features a handful of sponsored Aussies donning their merchandise and engaging with the British public as they proclaim their love for the cult classic chocolate bar.

Influencer activity will also roll out across TikTok as Caramilk enlists the support of Aussie TikToker Rhiannon Cunningham to be one of our sponsored Aussies and spread the word.

To help find and recruit these Caramilk-loving sponsored Aussies, Cadbury ran media in Aussie hotspots, including DOOH and digital banners through a media partnership with LADBible, led by The Story Lab & Carat.

This professional campaign titled 'Just Ask An Aussie' was published in United Kingdom in July, 2022. It was created for the brand: Cadbury, by ad agencies: Girl&Bear and VCCP London. This 360° and Film media campaign is related to the Confectionery, Snacks and Food industries and contains 1 media asset. It was submitted almost 2 years ago.


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