Cadbury's ‘Cadburyness Baked In’ Spot Tells a Touching Story of Generosity

Cadbury has launched a new campaign for their chocolate biscuit favourite Fingers with a touching story of generosity and emerging friendship. The campaign follows the recent relaunch of their biscuit portfolio under the platform ‘Cadburyness Baked In’. 

The new film ‘Cupboard Raider’ is created by VCCP and tells a beautiful, emotionally engaging story about the generosity in everyone.

The spot, directed by Sara Dunlop, sees a little boy who takes a couple of Fingers from his home kitchen cupboard - we think for himself. Later, however, we see him sharing his biscuits with a new boy at school; creating a small moment of connection through kindness and some Cadbury Fingers, finishing with the Cadburyness Baked In sign off.

Darren Bailes, executive creative director at VCCP said: “Cadbury Fingers are a national institution. Another brilliant Cadbury brand that we are proud to be creating work for. Sara Dunlop has done a beautiful job telling the story of a young lad who appears to be up to no good. But he's actually doing a good thing, a generous act... taking his fingers to cheer up the quiet kid in the playground. Bless him.” 

The campaign launches on 29th April across TV and social.