Cadbury is the dominant player in on-the-go chocolate, however in cooking chocolate they were a distant second. The cooking range hadn’t traditionally received a lot of attention and had been treated like an extension of the more successful on-the-go brand. We were briefed to turn it around.
They say you can’t know where you’re going, until you know where you’ve been. So we immersed ourselves in the brand and discovered the most amazing thing – that Bournville Cocoa was the first product launched by John Cadbury in 1824. That gave us confidence to embrace heritage and create a distinctly different and purposeful brand. We changed the name from Cooking Chocolate to Baking Chocolate (because that’s what people called it), we re-designed packaging to be more premium, and we imagined the Cadbury Kitchen and bought it to life through a new website that would provide inspiration and drive sales.
Quadrupled market share in three years. 160,000+ followers and growing.