Cadbury Favourites

Kraft-Cadbury, the FMCG giant found its Australian boxed chocolate brand Favourites, was struggling to compete with the influx of more premium, upmarket brands.

Cadbury Favourites

Tom WardGeorge Patterson Y&R Meredith Simpson

Every now and then you stumble upon an insight so simple and powerful that it doesn't just inspire the creative idea, it becomes the creative idea. This is a story about how persistently thinking outside the chocolate box uncovered such an insight and carved a new place for an old Australian 'favourite' at social get-togethers across the country.

An occasional purchase…

Everyone knew Favourites, and most people were fond of the brand. The problem was they weren't buying it that often, and it was mostly bought at Christmas.

…but not right...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands