Cadbury's Digestives: Oh Happy Day - IPA Effectiveness Awards Case Study 2008

Brief Description: This paper demonstrates how the advertising announcing the arrival of a new name in chocolate digestives, made Cadbury the fastest-growing chocolate biscuit brand. It is also a stark reminder of the power of focus and simplicity. By using one high-impact television execution - 'Thank You' - strong awareness levels for Cadbury Milk Chocolate Digestives were achieved, which also subsequently unlocked sales growth across the entire Cadbury Biscuits range. This small budget awareness campaign delivered big-budget results. It improved perceptions of product quality and taste, delivered higher penetration and loyalty, and generated payback of £2.59 per £1 spent ;---(TAGS)--- Full Title: 'Oh Happy Day' : how advertising helped biscuit buyers discover a new name in chocolate digestives ; Number: 2008/48 ; Brand Name: Cadbury Biscuits ; Cadbury Digestives ; Client: Burton's Foods ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Food (Bakery goods - bread/cakes/crackers/biscuits) ; Agency: BBH ; Author: Amanda Feve, Karl Weaver (Contributing), David Hartley (Contributing) ;