Rather than just focusing on promoting its products, Cadbury Dairy Milk centers around the genuine human connections and emotions that emerge around gifting, sharing, and enjoying chocolate. Previously, the confectionery company owned by Mondelēz International had implemented a fairer way to split a chocolate bar via its “Made to Share” campaign. Now, in the most recent initiative, Cadbury continues to celebrate the small acts of generosity — this time highlighting the imperfections of sharing, which only siblings can truly bring to life.
Developed by VCCP agency and directed by Steve Rogers through production company Biscuit in collaboration with VCCP’s global content creation studio Girl&Bear, the “Homesick” campaign tells the heartwarming story of two sisters who are 6,000 miles apart. Living far from home, in Kuala Lumpur, the older sister calls home.With no answer on the other end, she leaves a voice message for her “Baby Sis,” sharing updates on how her move-in goes. Once she ends the call, she unwraps an envelope from her little sister, discovering a Cadbury chocolate bar inside. With a smile on her face, the older one finds that the candy is already half eaten, with just an alien sticker holding the remaining pieces together.
Commenting on the initiative, Elise Burditt, UK Senior Marketing Director, Mondelēz International, said: “Cadbury has always been about the humanity in all of us. This campaign shows how generosity isn’t about being perfect — it’s about being thoughtful. Even a bar of Dairy Milk with a chunk missing can carry the warmth of home.”
“Sometimes funny little gestures can be the ones that stick with you the most, or even matter the most. ‘Homesick’ continues Cadbury’s journey of celebrating generosity in its most authentic, unpolished form — like when your sister steals a bite of your chocolate from the other side of the world. Rascal,” continued Chris Birch and Jonathan Parker, Chief Creative Officers at VCCP.
The campaign follows Cadbury’s emotional narrative that puts everyday generosity into focus. Building on the “There’s a Glass and a Half in Everyone” series, the “Homesick” episode continues the brand’s mission to celebrate simple, authentic, and empathetic human truths. Developed by VCCP creatives Emma Jackson and Aly Lane, Cadbury’s latest ad reinforces the brand as one that understands, values, and cherishes the human bonds and connections we share daily — particularly at a time when loneliness is on the rise and feelings of belonging are in decline.
CREDITS
Brand: Mondelēz International // Cadbury Dairy Milk
Agency: VCCP
