Cadbury has unveiled a new £2.8 million marketing campaign celebrating Cadbury Roses.

The new creative draws attention to how a thank you is more meaningful when you give a thank you, rather than just say ’thank you’. It follows the story of a little boy, who, to his father’s surprise, says ’Roses’ instead of thank you in everyday situations on his journey home from school. This unusual behaviour is inspired by a conversation he overheard between his teachers discussing how best to say thank you – with Cadbury Roses.

The campaign is launching with a 30" TVC on Monday, September 24,in ITV’s Emmerdale, alongside digital, PR and experiential activations that will follow. The digital activity will see a range of YouTube Bumpers and Facebook Posts that support the campaign, creating relevance for Roses as another way to say thank you, targeted to a range of interests. PR and experiential activations will follow on October 4, which will bring to life the “Another way to say Thank You” campaign for consumers.

Michael Moore, senior brand manager for Cadbury Roses said: “Our brightly wrapped delicious Cadbury Roses have been a firm family favourite in boxed chocolates since 1938. It seemed only fitting to celebrate the association between Roses and Thank You in our 80th birthday year. This latest campaign aims to make people feel appreciated – celebrating giving a thank you, rather than just saying it. We hope our consumers enjoy seeing this iconic campaign back on their screens once again.”

The Cadbury Roses campaign will kick off on 24th September for a total of seven weeks.