Cadbury's 'biggest campaign ever' powers forward

By By David Blight | 7 May 2012

Kraft has continued its ambitious Cadbury 'Joyville' push, launching another “fantastically fun” spot to promote its new Marvellous Creations range.

The global campaign, created by Saatchi & Saatchi Sydney in partnership with Saatchi Fallon UK, is the next stage of the highly publicised 'Joyville' initiative.

Kraft general manager of marketing for chocolate Ben Wicks has previously said the campaign is the biggest initiative Cadbury has ever embarked on.

The latest execution will form just one element of an ongoing campaign, which could potentially span for years.

Cadbury said: “[I]n Joyville, there is no end to the inventiveness of the chocolate chefs who are seen enthusiastically creating the Marvellous Creations block. Unexpectedly playful ingredients (jelly bits, beanies and even popping candy) are dropped into a bowl of delicious molten chocolate via chefs on trapezes, whilst their roller-skating buddies spin the bowl into which the iconic glass and a half of milk is pouring.

“The take out? A chocolate product made with fantastically fun ingredients, and boundless energy, passion, and lashings of joy. Indeed, the more joy that goes into the making of it, the better it tastes!”

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