Case History Database

Ever agonized over what to take to that party when you’ve been told not to take anything at all? So, it turns out, have millions of Aussie Mums. Cadbury Favourites was losing ground in the boxed chocolate battle, as Aussies increasingly looked to more ‘upmarket’ alternatives. What’s more, the brand was operating in a category where growth was increasingly driven by price deflation. We reversed this trend and grew revenue by finding a new role for Favourites by offering it up as the perfect ‘thing to bring’ to casual social get-togethers when you’ve been told not to bring a thing.

	Author/ Head of Strategy & Insight		Tom Ward
	Author / Planner		Meredith Simpson
	Group Business Director		Michael Napolitano
	Account Director		Sally Kingi
	Account Manager		Rachel Semmens
	Creative Director		Jim Ingram
	Creative Director		Ben Couzens
	Category Manager, Gifting		Shaun Peverill		Kraft Foods Australia
	Senior Brand Manager, Gifting		Carla Filia		Kraft Foods Australia