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: Cadbury Digestives; Cadbury Biscuits; Client: Burton's Foods; Product Category: Food (Confectionery - chocolate) ; Food (Bakery goods - bread/cakes/crackers/biscuits); Agency: BBH; Author: Amanda Feve, Karl Weaver (Contributing), David Hartley (Contributing); Prize Winners: Bronze (Adworks ref: Advertising Works 17 Summary)