Cadbury puts ‘real-life Aussies’ on Caramilk billboards

Cadbury is putting an Australian man on an out-of-home billboard to advertise its new chocolate bar Caramilk.

The stunt installation campaign “Just Ask An Aussie”, created by VCCP, promotes Cadbury’s their new chocolate bar Caramilk which arrived on British shelves earlier this summer.

The campaign, planned and bought by Carat, will put a “real-life Aussie” on seats on billboards in major cities across the country.

Jonny Parker, executive creative director at VCCP London, explained that “Aussies have loved Caramilk for years” and therefore make ideal brand advocates.

“They love it more than their cat, their phone, one even told us that they like it more than people. With 138,000 Aussies living in the UK, what better spokesperson to launch Caramilk than the Aussies themselves?” he said.

“We’ve worked with real-life Aussie megafans and put them on billboards up and down the country to give Brits the chance to ask them what the fuss is all about.”

The first installation will be in Birmingham’s Custard Factory on 26 September, Manchester Cross Street on  28 September and The Truman Brewery Dray Walk in London on 30 September.

The campaign will be supported by an Instagram Q&A for those that cannot go to the OOH site in-person, a media partnership with LADBible and Wildfire memes. Cadbury is also running an influencer campaign with comedians Sideman, BashTheEntertainer and Star Holyroyd.