Cadbury Digestives – Oh happy day: how advertising helped biscuit buyers discover a new name in chocolate digestives

Cadbury is one of Britain's best-known chocolate brands. In 2007, Burton's Foods was looking to build its biscuit business, and decided to invest in advertising for Cadbury Milk Chocolate Digestives for the first time, having seen the brand register slow but steady growth since it was launched in 2004.
Agency: BBHAuthors: Amanda Feve, Karl Weaver and David Hartley

Cadbury Digestives – Oh happy day: how advertising helped biscuit buyers discover a new name in chocolate digestives

INTRODUCTION

If someone asked you to name a brand of digestive biscuits, there's a pretty good chance that you would be able to. And there's an even better chance that that first name you'd think of starts with 'Mc,' and rhymes with 'kitties.'

This is the story of how advertising heralded the arrival of a new name in chocolate digestives, and in so doing, made Cadbury Chocolate Biscuits the fastest...

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