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“Out-of-home campaign tells people to ‘Just ask an Aussie’

Developed by VCCP, the campaign places a real-life Aussie (and Caramilk mega fan) on billboards across the UK, where passers-by can ask why the chocolate bar became such a hit Down Under…

Those who can’t make it to the billboards can post questions via an Instagram Q&A.

Beatrice Berutti, senior brand manager at Cadbury-owner Mondelez, said: “We wanted to do something which naturally channelled the Cadbury Caramilk character, whilst standing out from other new product launches.

‘We were committed to doing something a little bit different, albeit whacky, to welcome Caramilk to British shelves, and we’re super excited that our mad plan of pinning a real, live Aussie was pulled off.'”

— Shauna Lewis, Campaign

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