Cadbury returns to Joyville in £7m TV push

Cadbury is launching £7m TV advertising campaign for its Dairy Milk brand as the first phase of its Joyville marketing strategy for 2013.


The advert will air for the first time next week (13 February) and highlights the taste behind the 100-year-old chocolate.

It is set in Joyville, Cadbury’s fictional Dairy Milk world, and follows a factory worker who finds a safe containing the secret ingredient to Dairy Milk.

Matthew Williams, marketing activation director at Cadbury, says: “Cadbury Dairy Milk is not just an iconic British brand, it is also an iconic British taste that has been around for 107 years. We wanted to celebrate that taste, and to show people that the things they love most are often the ones they know the best.”

The ad, created by Fallon, is the third in a series of ads based on Cadbury’s Joyville brand platform. It follows ads to promote the launch of Cadbury Dairy Milk Bubbly and the brand’s Olympic ‘Unwrap Gold’ activity.

Cadbury launched the platform last year in a bid to reconnect its brand marketing to its products.

A nationwide sampling tour will launch in the coming weeks alongside a digital campaign to support the TV activity.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here