Cadbury has highlighted “everyday acts of kindness” in its newest campaign.

Titled ‘Made to Share’ and created by VCCP, the campaign features limited edition Cadbury Dairy Milk bars that honour “small meaningful gestures that often go unnoticed.”

Developed by VCCP and designed by Bulletproof, the special packs divide the chocolate bars based on the division of labour.

Running across video-on-demand, social media, YouTube, and out-of-home channels, the campaign is supported by various agencies. Media planning was led by Publicis Media, PR and influencers were managed by Ogilvy, and Elvis oversaw organic social.

Cadbury’s senior director, Elise Burditt, said: “Cadbury’s brand identity revolves around generosity and this campaign is an embodiment of that, celebrating the connections that bring us closer together.

“These redesigned bars are a fun and thoughtful way to recognise and celebrate the everyday acts of generosity that make life a little sweeter.”

Tom Lee and Alice Goodrich, creatives at VCCP, explained: “When we think of sharing, we tend to think of big events like family Christmases, birthdays, anniversaries.

“But in the relatively uneventful months at the start of a new year, we wanted to turn the focus to the smaller, more casual acts of generosity – the things we naturally do for each other everyday without thinking twice. So we redesigned Cadbury Dairy Milk bars to be shared amongst the people you care about, whether you’re housemates, colleagues or just a bunch of mates.”