Cadbury is emarking on a £1m consumer campaign to support its Boost+ Protein bars.

Cadbury Boost+ Summer Ads

The activity is designed to showcase moments in life when experiencing a lull in energy wouldn’t be a good idea (see above).

Appearing across the convenience channel, the ‘Don’t Lull Now’ ads are set to build on Cadbury’s 2018 Boost campaign - which included the tagline ‘2:58pm lull, it’s Boost time’.

The Cadbury Boost+ Protein range was first launched last summer and is now available in standard and peanut variants. Each bar contains 12g of protein - four times more than a standard Boost bar - and the same caramel taste.

Radhika Pai, brand manager for Cadbury singles at Mondelēz International, said: “Most of us experience a lull during the day, where a little boost is much needed to help us be our best self. Cadbury Boost+ Protein delivers the protein hit with the same great taste that people love and expect from Cadbury. The out-of-home campaign will run across convenience stores and shops that stock Boost+ Protein so that Boost is at hand when people are seeking it.”

In addition to out-of-home advertising, the 2019 Boost campaign also includes activity across social and digital channels. The campaign will run until August.