Mondelez has enlisted an army of Australians as “walking, talking advertisements” for its Cadbury Caramilk brand, who it is hoped will spread the word about why the caramel-flavoured white chocolate bar is such a big seller Down Under.
The campaign, devised by VCCP London, together with global production studio Girl&Bear, features a thousand Aussies who are living in the UK, and is the the latest instalment in the successful ‘Just Ask An Aussie’ campaign series.
The Australian Caramilk brand was introduced in 1968 and was available until 1994 when sales dropped and it was discontinued. However, due to popular demand, the product was reintroduced in Australia as a limited edition in 2018, 2019 and 2020. Last year, it was launched in the UK and Ireland.
The 2021 campaign featured the ‘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.
Cadbury is now decking out Caramilk-loving Aussies in sponsorship merchandise, from Caramilk T-shirts, to bags 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 latest chapter in the Caramilk campaign launches with a 30-second film which will roll out across multiple formats including VOD and YouTube. The creative features a handful of sponsored Aussies donning their merchandise and engaging with the British public as they proclaim their love for the chocolate bar.
Influencer activity will also roll out across TikTok as Caramilk enlists the support of Aussie TikToker Rhiannon Cunningham to be one of the sponsored Aussies and spread the word.
Activity will be supported by radio, social, YouTube, website activation, DOOH and eCRM.
Mondelez brand manager Bryony Tate said: “Last year, we launched Cadbury Caramilk in the UK with a bang, sharing Aussies’ love of Caramilk far and wide. This year, we’re excited to take the ‘Just Ask An Aussie’ idea to the next level, sponsoring a thousand Aussies to make sure there’s always one nearby for Brits to ask for themselves.”
VCCP London creative director Angus Vine added: “How do you top sticking an actual Aussie on a billboard? You recruit 1,000 walking, talking billboards to spread the word instead. Aussies have loved Caramilk for years and with over 138,000 Aussies living in the UK, it makes them the perfect spokespeople for the brand. Look out for one and ‘Ask An Aussie’ to see what all the fuss is about.”
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