Cadbury World adds Big to roster as marketing agency

Big Communications has been appointed by Cadbury World to handle its integrated advertising account. The win follows a four-way pitch against UnitComms, Connect Group and KLM.

Incumbent agency Palmer Hargreaves Wallis Tomlinson, which had worked for Cadbury World for seven years, was not invited to repitch.

Big is developing a strategy for the Birmingham tourist attraction for next year. It will work closely with Cadbury World marketing director Colin Samways to devise a fresh plan for 2008.

Cadbury World has more than 500,000 visitors every year and is located next to the Cadbury factory in Bournville. It provides a tour that covers the history of chocolate, the company and chocolate making techniques.

Meanwhile, the agency has also been appointed by Merrydown to reposition the 60-year-old cider brand with an ad campaign. Big won the account without a pitch.

It was briefed to develop a new direction for the Merrydown ciders, in response to the growing cider market and has developed a new strapline for the brand: “Distinctive Cider Made With Love”. The campaign has been test marketed on the south coast and will be introduced nationwide through a variety of media.

Big Communications is part of the Mission Marketing Group. Other group members include Bray Leino, Think BDW and Story UK.


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