Burton’s Foods launches new Cadbury campaign

Burton’s Foods is launching a £3 million television advertising campaign for Cadbury Chocolate Digestives. The ad is the first work to from start-up agency, Adam & Eve, which won the account last month.

The ad features a succession of people going to great lengths to melt chunks of Cadbury’s chocolate onto digestive biscuits without success. The ad finishes with the strapline: “Cadbury chocolate on a digestive? We got it covered”.

The campaign is intended drive new business for the brand by reaching “everyday treaters” as well as encouraging loyalty among existing customers. The ad will break on 11 February on ITV, Channel 4 and five and will run eight weeks.

The company, which makes Cadbury biscuits under licence, added Hooper Galton to its roster in March last year to handle the £4 million launch of a range of Bertolli-branded snack foods and also works with McCann Erickson, which handles the Jammie Dodger brand.

Adam & Eve won the £3 million Cadbury Biscuits business following a pitch against undisclosed agencies. It is understood that incumbent, Bartle Bogle Hegarty, did not repitch.