Cadbury will launch its first Christmas television campaign this year for the overarching brand, having previously only run TV spots for its sub-brands. The creative, still in the
incubator, will follow a "knitted" theme that fits into the overarching Joyville marketing platform, initially rolled out for Cadbury Dairy Milk and extended to all its brands earlier in the
year, Cadbury intends its TV activity to cement the confectioner’s relationship with the festive period because, it claims, "almost every family" buys its products at Christmas.
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