Cadbury is supporting its chocolate singles range with Obey Your Mouth; a new campaign that taps into consumer needs for a great chocolate experience.

The campaign will launch on May 9 with the return of Crunchie to TV after 16 years and will continue over three years with a £6m investment in the first year.

The campaign will use TV, outdoor, in-store, PR and digital, and will see the brand utilise up-and-coming channels such as Snapchat and Shazam. It aims to leverage the strength of the core range to two key audiences; driving awareness to attract a new generation to the category, and reminding existing consumers of the brands available.

The focus of the campaign will be on the brand’s top-selling adult singles - Crunchie, Wispa, Double Decker, Boost, and Twirl.

Barbora Hrdlickova, brand manager for Cadbury Singles, said: “By heroing our singles brands, this campaign is aimed at showing consumers no matter what your mouth is desiring, Cadbury has the one for you. Cadbury is the number one supplier of chocolate singles in the market with over one million bars sold every day so this is an unmissable opportunity for retailers.

“It will also be fantastic to see Crunchie back on big and small screens after over a decade and to introduce the brand to a new generation. We’ll be letting young adults experience the joy that comes with the end of a working week through new channels such as Snapchat, where we’ll be launching sponsored lenses for Crunchie on three consecutive Fridays.”

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