The campaign from Ogilvy PR working with Hopper sees Cadbury partner with First Bus to take families to the beach this Summer and marks the first major marketing investment in the Flake brand in over five years.
This summer Cadbury is bringing back the magic of a classic British seaside experience, with the launch of its Flake 99 bus service. In partnership with First Bus, the brand will offer a free pre-bookable bus service from major cities in the UK directly to the coast, giving families the chance to experience the joy of a beachside Flake 99 this Summer.
Developed by Ogilvy PR, with event production and management from Hopper, the campaign aims to reignite consumer love for the classic Cadbury Flake 99 ahead of peak summer season, reminding everyone “If it’s not Cadbury, it’s not a Flake 99’.
The launch of the 99 Bus follows research by Cadbury revealing that 7 in 10 parents rarely take their children to the beach, yet 94% wish they could spend more time on the coastline*. Accessibility, the high cost of travel and parking woes are cited as the biggest barriers preventing parents from enjoying those quintessential seaside experiences.
Families from Bradford and Leeds – where one in five and one in ten, respectively, rarely take a trip to the beach – will have the opportunity to enjoy a free ride to Bridlington Beach on the weekend of the 17rd and 18th August. Buses with iconic Cadbury branding will transport families to and from the coast.
A service will also run from London to Southend-on-Sea on 10th and 11th August after the study found that 59% of parents in the capital rarely take their children to the seaside despite its proximity. Upon arrival, families will be greeted with a complimentary Cadbury Flake 99 from a classic ice cream van, after 89% of Brits said that a trip to the British seaside is not complete without the classic treat.
The new campaign is inspired by the insight that an ice cream by the beach is a quintessential part of a British seaside visit and a fond childhood memory of many adults. However, today some children are missing out on these important shared family moments. In fact, the research revealed that eating a Flake 99 ice cream is considered the second most important thing to make up a perfect day at the British seaside, preceded only by paddling in the sea.
“At Cadbury we’re all about spreading generosity and joy, especially as we celebrate our 200th anniversary this year,” says Olena Solodka, Brand Manager at Mondelez International. “We are thrilled to partner with Ogilvy PR and First Bus to give more families the chance to create the types of memories that we all cherish – building sandcastles, paddling in the sea, and of course, enjoying an iconic Cadbury Flake 99!”
Charlie Coney, Creative & Strategy Officer (UK and EMEA), Ogilvy adds, “I remember the first time I went to the beach and was given a Mr. Whippy, topped with a Cadbury Flake – it’s as British as Wimbledon or BBQing under an umbrella. Sadly, many people have never been to the beach, and we thought this was a problem Cadbury and First Bus could definitely fix. After all, Cadbury is an iconic British brand with generosity at its core – and we’re hoping this Summer we can create many more happy family memories”
The campaign, developed by Ogilvy PR in the UK, working with production agency Hopper, and integrated with Cadbury’s social agency, Elvis, will be amplified across the brand’s social media channels, encouraging consumers to book their free ride and share their seaside adventures.
