Cadbury at Birmingham Airport

Chocs Away! Cell recently went behind the scenes at Cadbury World to film the making of a 70kg chocolate airplane made 100% from Dairy Milk (the equivalent of over 1,500 chocolate bars!). The show-stopping sculpture is on display at Birmingham Airport as part of an integrated retail promotional campaign, but it also inspired some spectacularly successful activity on social media. Posted on the Cadbury World Facebook page, the time lapse video reached over 360,000 people (without any promotional investment). It was viewed almost 100,000 times in the first 2 weeks and over 60,000 watched the film to the end (63% conversion). This compares to an average of 5,000 people, 1,000 views and a 23% conversion! Seems like the sky’s the limit for Cell, Cadbury and the talented chocolatiers.