Cadbury Roses returns to screens, celebrating another way to say ‘Thank you’

Cadbury kicks off new marketing campaign for Roses to mark 80 years of the brand 

Cadbury has unveiled a new £2.8 million marketing campaign celebrating Cadbury Roses. The campaign is a fresh take on one of the most popular slogans in advertising history, “Thank you Very Much” and is once again set to make Cadbury Roses the perfect way to say ‘Thank You’.

The new creative draws attention to how a thank you is more meaningful when you give a thank you, rather than just say ‘thank you’. It follows the story of a little boy, who, to his father’s surprise, says ‘Roses’ instead of thank you in everyday situations on his journey home from school.  From the driver who stops at the zebra crossing, to the waitress in the café handing him his favourite drink, ‘Roses’ is the only way to show his appreciation.  We go on to discover that this unusual behaviour is inspired by a conversation he overheard between his teachers discussing how best to say thank you – with Cadbury Roses!

The campaign is launching with a 30″ TVC on Monday 24thSeptember on in ITV’s Emmerdale, alongside digital, PR and experiential activations that will follow. The digital activity will go live on 24th September to align with the TVC launch and will see a range of YouTube Bumpers and Facebook Posts that support the campaign, creating relevance for Roses as another way to say thank you, targeted to a range of interests. PR and experiential activations will follow w/c 8th October, which will bring to life the “Another way to say Thank You” campaign for consumers.

Michael Moore, Senior Brand Manager for Cadbury Roses said, “Our brightly wrapped delicious Cadbury Roses have been a firm family favourite in boxed chocolates since 1938. It seemed only fitting to celebrate the association between Roses and Thank You in our 80th birthday year.  This latest campaign aims to make people feel appreciated – celebrating giving a thank you, rather than just saying it. We hope our consumers enjoy seeing this iconic campaign back on their screens once again.”

Darren Bailes, Executive Creative Director, VCCP said, “Since winning the Cadbury business almost one year ago, we’ve had the chance to work on some amazing brands. Roses….what a history!

Everyone knows that when you need to say thank you, but want it to have more meaning than just those two words….you give a box of Roses.

It has given us such pleasure to reignite this strategy in 2018 with a simple story of father and son walking home from school. The boy has a new word in his vocabulary…’Roses’, which his dad just can’t understand why. Warm, human, fabric of the nation stuff. We are really proud of the work.”

The Cadbury Roses campaign will kick off on 24th September for a total of seven weeks.