Cadbury is continuing its partnership with Alzheimer’s Research UK in 2025. Created with Cadbury’s agency, VCCP, the campaign titled “Memory” continues Cadbury’s mission to inspire acts of generosity, showcasing how gifting chocolate can be a meaningful expression of kindness and connection.
Launched on the 8th January 2025, the 60-second film tells the touching story of a daughter and her father who is living with dementia. The story begins with the daughter visiting her father who is sitting on a chair at home by the window. She places a bar of Cadbury Wholenut chocolate next to him on the table.
Her father picks it up and begins to share a memory about his daughter giving him the bar of chocolate years ago when he fell off a ladder. However, as with the case of many people living with dementia, he doesn’t realise he is speaking to his daughter. He goes on to explain how his daughter would give him the same chocolate bar every year and how it amuses his wife.
The daughter laughs, after finding out he secretly hated nuts all these years. The father looks at her and asks her not to tell his “daughter” because it makes her so happy.
The daughter responded and said, “It does.”
Hilary Evans- Newton, Chief Executive at Alzheimer’s Research UK said:
“We welcome this new ad from our partner, Cadbury, that tells a heartwarming story of generosity, featuring a father with dementia. I’m sure anyone who watches ‘Memory’ will be incredibly touched, particularly those who have been personally affected by dementia like my family has been. We want to thank Cadbury for bringing dementia to the public’s attention in this way, as this will help raise awareness and support people to have important conversations about dementia.”
Elise Burditt, Senior Marketing Director at Cadbury further added:
“At Cadbury, we believe that generosity has the power to bring people closer together. ‘Memory’ illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. We’re incredibly proud to continue to work with Alzheimer’s Research UK to support their vitally important work.”
Cadbury will continue to proactively campaign to raise awareness of the condition and provide additional financial support to further the charity’s mission to find a cure for dementia.
The advert will be shown across television, streaming, YouTube and cinema.
