cadbury

challenge

Cadbury was undertaking a new TV advertising push for Flake, in the wake of high profile negative press for the brand after recent food poisoning scares

The challenge Cadbury's multi-agency PR team was to offset these perceived negative perceptions of the brand through an intensive trade and national PR blitz

creative solution: "alyssa"

Working as part of a joint team with Cadbury's other marketing and PR agencies, the campaign focused on Alyssa Sutherland - the new flake girl replacing the iconic faces and images from previous TV campaigns. Stunning photography of Alyssa and the chance to interview her face-to-face were offered to tier one media, followed by a nationwide media drive to ensure all bases were covered.

campaign results

The multi-agency response delivered over 60 articles across national, consumer lifestyle and trade media, and the vast majority did not refer to the previous negative stories surrounding Flake, thus shifting a more positive limelight onto the brand

Over 30 million Opportunities To See (OTS) within the core target market for Flake were created as a direct result of the PR campaign

"The quality of coverage and communications has far exceeded expectations. Thanks to all for your sheer hard work (and late nights!). It really is appreciated."
Clare Charlton, Brand Manager, Cadbury - Flake

public relations consultants

The Sun

Metro London

The Grocer

cadbury

challenge

creative solution: "alyssa"

campaign results