Cadbury has unveiled a new £2.8 million marketing campaign to mark the 80th anniversary of its Roses brand.
The campaign draws on the original Roses slogan “Thank You Very Much” and features a new TV advert, focusing on the story of a boy who says ‘Roses’ instead of thank you in everyday situations on his way home from school.
The 30-second TV creative will kick off the multi-million pound campaign tonight (September 24), during ITV’s Emmerdale, and will run for seven weeks. Digital activity will accompany the advert and will include YouTube bumpers and Facebook posts. PR and experiential advertising will follow in October.
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.”