Cadbury unveils new film, ‘Memory’, for Generosity campaign

Cadbury has unveiled its latest campaign in its celebrated Cadbury Dairy Milk ‘Generosity’ brand platform, "There’s a Glass and a Half in Everyone".

Created in partnership with its global agency of record, VCCP, the campaign furthers Cadbury’s mission to inspire acts of generosity while highlighting how gifting chocolate can serve as a powerful gesture of kindness and connection.

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"Memory" marks the seventh year of Cadbury’s generosity brand platform, a globally recognised campaign known for its heartfelt and emotional storytelling. The campaign continues to resonate with audiences by highlighting meaningful, relatable moments that celebrate the power of generosity whilst also challenging industry conventions by focusing on small, emotional moments rather than action-packed narratives.

The multi-award-winning campaign, which includes previous films such as "Mum’s Birthday", "Fence", "Bus" has garnered widespread recognition, including winning D&AD pencils, British Arrows and effectiveness awards from the IPA, Marketing Week and The Marketing Society.

At the heart of the campaign is a 60” second film that tells a moving story of a daughter and her father, directed by the acclaimed Steve Rogers, known for directing "Speakerphone" and "Garage" Cadbury films. It has been produced by Biscuit Filmworks.

Cadbury is committed to telling inclusive stories rooted in human truths, that are representative of the nation. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.

Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organisations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia