Cadbury

Relationship marketing and consumer DM – concepts & copy

One of my first and most favourite brands to work on – I’ve enjoyed working with food clients ever since.

One brief involved introducing Cadbury’s Yowie to the UK market. No mean feat, considering that a Yowie is a mythical Australian creature and not something that our young audience would be familiar with. In chocolate form, a Yowie looks a bit like a small Easter egg with a plastic shell inside, containing a plastic animal and details about that animal on a slip of paper.

Under the umbrella ‘In a Cadbury’s Chocolate World there is more to discover in chocolate’, we created a series of direct mail pieces for children (each addressed to the parents with a gate-keeping letter) to bring the story of the Yowies and their care for the environment alive through games and activities.

For one of these packs, we devised a set of animal playing cards in the style of Top Trumps, complete with rules for six different games to play and a collecting feature. We rated different creatures from land, sky and sea on their different assets and skills out of ten.