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Vegemite, wool, The Wiggles—Australia has many exports, but Cadbury is on a mission to generate hype around one and one only: the Caramilk chocolate bar.
Having brought the snack to U.K. shores for the first-time last year, the Mondelez-owned brand has come up with a novel way to generate interest among Brits this summer—by enlisting 1000 Australians as walking, talking, human ads.
Last year, the brand and its agency VCCP literally stuck Australians to billboards across the UK as part of its “Just Ask An Aussie” campaign, which capitalized on the popularity of the Caramilk Down Under.
For the latest iteration of the push, Cadbury devised an online recruitment drive to find UK-based Australians.
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