Client: Burton's Foods
Burton’s Foods has launched a £2m marketing investment to support the launch of Cadbury Fabulous Fingers – the first sub brand to launch under the Cadbury Fingers brand.
The campaign features a new 30 second TV advert, which introduces the brand new Fabulous Finger puppets, a rich, American family who all hide a seductive secret. Created by VCCP, this tongue-in-cheek take on 1980’s soap operas stars Caitlin and Madison Fabulous and culminates in a dramatic reveal.
The campaign broke on November 4 and includes a front-cover mount in leading women’s lifestyle title, Cosmopolitan, a bespoke Cadbury Fabulous Fingers website, and a burst of in store promotional activity across the UK.
Stuart Wilson, Chief Marketing Officer at Burton’s Foods, comments, “The new campaign demonstrates Burton’s continued commitment to investing in its power brands to drive significant growth in the biscuit category. Cadbury Fabulous Fingers expands the brand footprint into weekend treat occasions, driving significant incremental sales in the indulgent biscuit sector.”
Ed Maxwell, account director at VCCP, says: “The creative inspiration for the campaign stems from the delight that consumers will experience when they reveal what is inside new Cadbury Fabulous Fingers. The soap opera theme, dramatic ending, and over the top tone of the advert help to convey the product’s Fabulous nature”
The television advert was shot by Simon Willows of Blinkink and produced by James Bretton. Media was planned and bought by Universal McCann. Andy Mancuso was the copywriter on the advert and Ravi Beeharry was the art director. Mark Orbine was the campaign’s creative director.