RPM begin delivery of five-week sampling campaign for Cadbury

RPM kickstarted a campaign for Cadbury Dairy Milk yesterday morning, as it went on the hunt to find an honorary Cadbury Taster. A sampling, digital and PR campaign to remind consumers why they love Cadbury’s Dairy Milk has been created, and RPM is managing the nationwide sampling activity that recreates Cadbury’s Joyville world through live canvas billboards that hide costumed characters.

The sampling tour runs for five weeks across train stations, major shopping centres, Vue cinemas and service stations, and encourages passersby to savour Cadbury Dairy Milk, think about its taste and then submit their descriptive word online for a chance to become the next Joyville taster.

This new initiative follows on from the launch of the latest Cadbury Dairy Milk advertising campaign earlier this month.

Claire Low, marketing manager for Cadbury Dairy Milk, said: “We’re the nation’s favourite chocolate bar and people all over the country have been enjoying the taste of Cadbury Dairy Milk for over a century. This new campaign is about reminding the public about why this iconic taste has stood the test of time and to really get them thinking about why Dairy Milk is the chocolate they just couldn’t live without.”

The PR campaign is being carried out by GolinHarris with the digital activation created by Hyper Naked.