Cadbury to create giant advent calendar for Christmas

The real-life advent calendar is comprised of 24 trucks
The real-life advent calendar is comprised of 24 trucks

Cadbury has today (6 November) announced its plans to construct an advent calendar out of 24 branded trucks, one for each 'door' of the calendar, in the lead up to Christmas.

Each truck will showcase a number from 1 to 24 on its exterior, which will determine the day it is to depart from the advent calendar in Bournville, the home of Cadbury. 

In a bid to showcase the joy that Cadbury brings in the countdown to Christmas, the trucks will travel to locations throughout the UK and Ireland to greet consumers with Cadbury treats and other surprises. 

The advent calendar is to be revealed via a television ad tomorrow (7 November), and it will be brought to life from 1 December, when the first truck in the advent calendar visits a secret location and opens its ‘door’ to reveal its contents.

Cadbury will be filming people’s reactions as the branded trucks arrive at their destinations, with content to be available to view on television, video on demand and online platforms from 5 December.

The integrated campaign is the brand’s biggest seasonal ad campaign to date. It is being supported by creative and marketing agencies including Golin, Elvis, PHD, Drum and RPM, and encompasses social media, PR, digital, radio, experiential and in-store. 

Claire Low, marketing manager at Mondelèz International, said: "Through this ad, we wanted to capture the huge anticipation felt by consumers during the Christmas countdown. 

"Cadbury has a well-loved place in family homes during the festive period, and has been bringing joy to the countdown with its advent calendars for more than 50 years. Inspired by this, we have created the ultimate advent calendar to deliver joy in a way that only Cadbury can this Christmas."

Think you've got what it takes to represent Cadbury's Milk Tray product? The brand is currently searching for a new Milk Tray Man.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free