Cadbury celebrates all-star mix with playful campaign

Cadbury has launched All Heroes, No Zeros, a major integrated campaign and brand platform for its popular Cadbury Heroes assortment. Created by global creative agency of record VCCP, the campaign positions Heroes as the ultimate treat for sharing—where every chocolate has earned its place in the mix.

The concept draws on the insight that, unlike other chocolate assortments with clear favourites and leftovers, Cadbury Heroes stands out for having no weak links. Each piece is celebrated as part of an all-star lineup, with the campaign playfully reimagining some of the UK’s most iconic groups and teams—from Queen and Santa’s reindeer to Arsenal Women’s Football Club and the cast of Pride & Prejudice—as Heroes chocolates.

A playful celebration of the best of British line-ups

The campaign leads with high-impact Out-of-Home, including Piccadilly Lights, and extends across BVOD, radio, and social media. The centrepiece is a 30-second film directed by stop-motion specialist Anthony Farquar-Smith through Not To Scale, produced in collaboration with Girl&Bear, VCCP’s global content creation studio.

The spot transforms the inside of a Cadbury Heroes tub into a packed concert arena where chocolate versions of Queen take the stage—Freddie Mercury as Crunchie Bits, Brian May as Dairy Milk, Roger Taylor as Dinky Decker, and John Deacon as Dairy Milk Caramel. The voiceover concludes: “The best groups are all heroes, no zeros – like Cadbury Heroes.”

Bringing personality and nostalgia to the Heroes brand

Emma Paxton, Marketing Manager, Mondelez: "This campaign came from a simple but powerful observation – that Heroes are full of bangers. Not just one or two favourites, but a genuinely great mix, with something for everyone. It felt like a brilliant analogy for the line-ups we all know and love – where everyone’s got something special to bring."

Simon Connor, Creative Director, VCCP: "Queen. The Full English. The Arsenal Women Champions League Winners. The best things in life really are All Heroes, No zeros, just like Cadbury Heroes."

Chris Birch and Jonny Parker, Chief Creative Officers, VCCP: "Celebrating the best of British Heroes on Cadbury Heroes. Who wouldn’t want to see Freddie Mercury as a Crunchie Bits, Brian May as a Dairy Milk, Roger Taylor as a Dinky Decker and John Deacon as a Caramel? Heroes one and all!"

Integrated rollout across multiple channels

The campaign, live across the UK, spans Out-of-Home, BVOD, and radio, with media strategy and buying managed by Publicis Media UK. Supporting activity across organic social and eCRM was developed by Elvis, while talent licensing was handled by Sonia Bouadma at SB-Licensing. Marks created a custom-designed font inspired by the individual chocolates within the Heroes tub.