• by Sarah Mahoney , Yesterday

Fashionistas may not have the reputation as the kindest of creatures, but Cadbury thinks they’re hungry for generosity, and is using New York Fashion Week as the launchpad for its biggest U.S. ad campaign to date.

The company says ads are meant to show how “thoughtful gestures can turn everyday interactions into memorable moments.”

The campaign, created by MiltonOne and creatively led by Saatchi & Saatchi New York, kicks off with “Generosity Is Back in Fashion.” That component partners with Luar, the luxury brand, and Nylon magazine, and focuses on the launch of the Cadbury Clutch, an insulated chocolate bar-holding bag.

The clutch is covered in individually applied Swarovski crystals, and big enough to hold Cadbury XL Bars. Only five clutches exist, and they will travel from the Luar runway to fashion events, on the arms of Nylon’s Editor In Chief Lauren McCarthy and content creator Tefi Pessoa.

The kindness comes from a pay-it-forward sweepstakes: People can nominate someone for exceptional generosity, and those nominees -- plus the people who nominated them -- will each get to keep a clutch.

"At Cadbury, we believe the most memorable moments begin with a simple act of generosity, whether that's sharing a piece of chocolate or going the extra mile for someone else," said Eric Newton, director, premium chocolate at The Hershey Company, in the campaign announcement. "The Cadbury Clutch brings that belief to life in a delightfully unexpected way, combining beautiful craftsmanship, delicious chocolate and an irresistible invitation to open it up and share."

Then there’s the campaign itself, themed “There’s Magic in More,” which plays with the idea that Cadbury operates “The Department of More.” That means more almonds, more caramel and a way to reset time to “Happy O’Clock.”

Ads are running on linear TV, streaming and online video, including Peacock and Netflix.

A paid social media component is based on an episodic comedy series that follows the Department of More’s first intern on a series of misadventures.