Cadbury and VCCP unveil new film ‘Memory’ as part of their 'Generosity' campaign

The seventh instalment in the Cadbury Dairy Milk ‘There’s a Glass and a Half in Everyone’ platform highlights family bonds and the lasting impact of small, special acts of generosity.

Created in partnership with VCCP, the campaign furthers Cadbury’s mission to inspire acts of generosity while highlighting how gifting chocolate can be a powerful gesture of kindness and connection.

‘Memory’ marks the seventh year of Cadbury’s generosity brand platform, a globally recognised campaign known for its heartfelt and emotional storytelling. The campaign highlights meaningful moments that celebrate the power of generosity whilst also challenging industry conventions by focusing on small, emotional moments rather than action-packed narratives.

At the heart of the campaign is a 60 second film that tells a moving story of a daughter and her father written by Simon Connor, directed by acclaimed director Steve Rogers (who also directed previous Cadbury films ‘Garage’ and ‘Speakerphone’) and produced by Biscuit Filmworks.

The film opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand.

Her father, living with dementia, smiles at the sight of the chocolate, recognising it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognise her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh - because, as he proudly reveals, he’s always hated nuts.

The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his 'daughter' - meaning her - about the secret, because "it makes her so happy" the daughter responds softly. "It does." She recognises the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.

Cadbury is committed to telling inclusive stories rooted in human truths. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.

Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organisations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.

Chris Birch and Jonathan Parker, executive creative directors at VCCP, added: “We’re incredibly proud to continue our partnership with Cadbury on “There’s a Glass and a Half in Everyone”. ‘Memory’ is a beautifully told tale that centres around, surprisingly, a long standing deceit. Yet it couldn’t be more generous. We hope people love it. The writing is straight from the heart."

Hilary Evans-Newton, chief executive at Alzheimer's Research UK, added: “We welcome this new ad from our partner, Cadbury, that tells a heartwarming story, featuring a father with dementia. With almost one million people living with dementia in the UK alone, it is great to see an iconic national brand representing people with dementia in such a sensitive and respectful way. We want to thank Cadbury for continuing to stand with Alzheimer’s Research UK for a cure.”

‘Memory’ was brought to life with the help of VCCP’s global content production studio Girl&Bear with media led by Publicis Media and PR led by Ogilvy.

Credits

CAMPAIGN TITLE: Memory
CLIENT: Mondelēz
CADBURY
GLOBAL BRAND VP: Guilherme Ferreira
GLOBAL EQUITY LEAD: Nikhil Nicholas
SENIOR MARKETING DIRECTOR, UK: Elise Burditt
MARKETING DIRECTOR, AUSTRALIA: Kathy De Lullo
MARKETING VP, SOUTH EAST ASIA: Jonathan McCarthy
VCCP
EXECUTIVE CREATIVE DIRECTORS: Chris Birch & Jonathan Parker
CREATIVE DIRECTOR: Simon Connor
GROUP MANAGING PARTNER: David Boscawen
MANAGING PARTNER: Gemma Findlay
SENIOR ACCOUNT DIRECTOR: Thom Gilbrook
ACCOUNT DIRECTOR: Katie Westwater
SENIOR ACCOUNT MANAGER: Lucy Morgan
GROUP PLANNING DIRECTOR: Gethin James
SENIOR PLANNER: Gemma Smyth
GIRL&BEAR
AGENCY TV PRODUCER: Olly Calverley=
AGENCY TV ASSISTANT PRODUCER: Tuesday Birmingham
INTEGRATED PROJECT DIRECTOR: Sally Greenwood
AGENCY CREATIVE PRODUCER: Rose Nott
MEDIA BUYING AGENCY: Publicis Media
PLANNING DIRECTOR: Kate Wilson
BUSINESS DIRECTOR: George Pearcy
PRODUCTION COMPANY: Biscuit Filmworks
DIRECTOR: Steve Rogers
PRODUCTION COMPANY PRODUCER: Lee Groombridge
EDITOR: Jonnie Scarlett @ The Quarry
COLOURIST: Simone Grattarola @ Time Based Arts
POST-PRODUCTION: Vinny David @ Freefolk
POST-PRODUCER: Charles Gillet
AUDIO POST-PRODUCTION COMPANY: Factory
SOUND ENGINEER: Jack Hallet