Mondelez has unveiled a new £6m marketing campaign to support the launch of Cadbury Dairy Milk Freddo Treasures.
The campaign aims to inspire parents to say ‘yes’ to everyday adventures with their family, showcasing “how Freddo Treasures are perfect for an inspiring and fun adventure”.
The campaign includes a 40-second TV ad alongside out-of-home, digital and PR activity.
The campaign also includes the addition of the Be treatwise logo across the brand’s advertising materials for the first time.
Be treatwise was originally launched as a logo on Cadbury packaging in 2006 and was relaunched as an industry initiative, alongside Mars and Ferrero, in 2018 to help the nation have a healthy and balanced approach to treats. As part of the relaunch, the logo has been redesigned to be more prominent on pack and act as a visual prompt to remind consumers to treat responsibly.
Philip Warfield, Freddo’s Senior Brand Manager, said: “Cadbury Dairy Milk Freddo has been a firm family favourite for years, so we are very excited to be adding to the range with new Freddo Treasures. Packed with adventures, Cadbury Dairy Milk Buttons and a surprise toy in every pack, we hope the new launch will inspire parents to say yes to more big-hearted adventures with their families.”
The Cadbury Dairy Milk Freddo Treasures campaign runs until mid-June.