How do you tell people that Cadbury is made with fresh milk?

To us, the answer was simple, let them adopt the cows that produce it.

We created an adoption network for Cadbury's cows. Each one had it's own profile and video for families to choose from.

Families would then get a pack of Cadbury buttons sent to them with a letter from their cow. They also then had the chance to meet their cow by visiting the Cadbury farm.

Copywriter: Elliott Starr

Creative Directors: Matt Pam and Simon Hipwell