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The Public House fight generic Valentine’s Day messages with launch of new Cadbury Milk Tray campaign for Cadbury

This week sees The Public House launch a campaign for Cadbury Milk Tray, giving people a chance to create their own personalised Valentine’s Day cards.

At the core of the campaign is a brand experience at stores in Dublin, Cork and Limerick allowing shoppers to walk out with a custom card (for better or worse) for their loved ones. Rather than struggle to find the right words, they’ll be assisted by a team of writers to help them pen something as smooth as Cadbury Milk Tray. The bespoke card creation experience will be supported by nationwide POS, digital and a social campaign where you can ask Deirdre O’Kane to create personalised messages to post on your loved one’s wall.

It is the first work The Public House have created for Cadbury following their appointment as their local creative agency in the summer of 2018.

Ria Rianti, Brand Manager for Cadbury Milk Tray, said “We wanted to play on Cadbury’s Milk Tray heritage as the go-to Valentine’s Day gift but tap into the growing trend for personalisation to make us relevant for Irish consumers today – we’re delighted by this campaign that positions Cadbury Milk Tray as a genuinely thoughtful Valentine’s Day gift”.

The on-the-spot cards they have created are insightful but also playful:

  • My love for you is as big as your road frontage.
  • I love you even though you watched Bird Box without me.
  • I never really liked my mates anyway.
  • You’re the reason I quit going to coppers.

Colin Hart, Creative Director & Founder, The Public House, said “Valentine’s Day has become too ‘Hallmark’ and needs an injection of real wit and Irish personality. We wanted to create an opportunity to express the ‘real’ feelings you have about someone, in a way that feels honest and authentic, so we created the Cadbury’s Milk Tray Valentine’s Card Writing Service. We’re also delighted that this is the first campaign we’ve created with the team at Cadbury, and look forward to working with them to continue creating real cultural relevance here in Ireland.”

The activation for Cadbury continues a great start to 2019 for the growing independent creative agency, who in the last weeks have launched impactful campaigns for client partners 123.ie and Paddy Power.  The agency added Cadbury, EPIC: The Irish Emigration Museum and Donegal Catch to their client portfolio across 2018. The agency’s philosophy ‘Boring Doesn’t Sell’ underlines that in today’s era, the most dangerous thing a brand can do is play it safe. Visit www.publichouse.ie

The Public House are an independent advertising agency based in Dublin, Ireland. Their client list includes EPIC, Donegal Catch, Cadbury, Mount Juliet, Jameson, Paddy Power and 123.ie.


Agency: The Public House
Brand: Cadbury
Brand Manager: Ria Rianti
Senior Brand Manager: Tricia Burke
Creative Director: Colin Hart
Copywriter: Jack Walsh
Art Director: Jake O’Driscoll, Rudy Godfrey
Designers: Trevor Nolan, Eimear O’Sullivan
Account Manager: Robyn Claffey
Account Director: Grainne Kehoe
Activation Build: Mixtape Marketing
Social Media: Fleishman Hillard

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