Cadbury puts real Australian on billboards in Caramilk campaign

The latest instalment in Cadbury’s “Just Ask An Aussie” campaign series has seen the brand place an Australian and Caramilk “mega fan” on billboards across the country, calling on consumers to literally ask why the chocolate bar is so popular Down Under.

Devised by VCCP London, the campaign premiered at Birmingham’s Custard Factory on Sunday (26), while further installations are to go live in Manchester’s Cross Street and The Truman Brewery Dray Walk in London.

Until recently, Cadbury Caramilk was only available to buy in Australia and gained a dedicated fanbase in the country. The brand claims that demand was so high, it had to be rationed by shops.

Consumers who cannot visit a billboard in person can instead speak to the Australian mega fans about Caramilk through an Instagram Q&A.

Supporting activity is to be provided by a media partnership with LADBible and Wildfire memes, alongside a dedicated influencer campaign featuring comedians Sideman, BashTheEntertainer and Star Holroyd.

“We’re super excited to be putting real Aussies on billboards to help spread the word of just how delicious the new Cadbury Caramilk bar is,” says senior brand manager at Cadbury parent company Mondelez, Beatrice Berutti.

“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.”