Made to Share

Client: Cadbury

Cadbury was founded with the spirit of generosity at its heart. Guided by this principle, in the early 1900s, Cadbury changed the way the world ate chocolate forever, dividing it into bite-sized chunks for the first time - made to be shared with those around us.

In 2025, Cadbury wanted to honour that heritage and get people sharing their chocolate. So Cadbury created an Outdoor campaign to encourage people to divide and share their bars, each championing a specific human insight around sharing. Rewarding those among us who generously do that extra little bit in everyday life with a few more chunks. A set of Limited Edition bars also supported the campaign, and a total of 16.5 million were sold across the UK.