Cadbury: Milk Tray

Challenge

Although iconic, Milk Tray’s popularity had been declining. Our task was recruit a new generation of fans and inject relevance into the brand for its one hundredth year and boost sales of this much-loved brand.

Creative

Golin launched a nationwide search for a modern day Milk Tray Man and we managed his comeback as if it were a movie franchise or celebrity story. A television advert kicked off the campaign and interviews with the star of the advert were suitably daring, he even arrived by helicopter at This Morning’s studios. Media and celebrity influencers recieved iconic black polo necks and Milk Tray to drive excitement and a buzz on social media.

Result

The campaign was a runway success with a staggering 40% sales uplift during launch month. There were 20,000 applications and over 500 pieces of coverage, including 51 broadcast clips – the highest number of editorial broadcast secured for any Cadbury campaign. Titles included This Morning, Good Morning Britain, BBC Radio 2, The One Show, The Times, The Sun and The Daily Telegraph.

Meet the New Milk Tray Man

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