Cadbury has unveiled a festive campaign for its latest advent calendar, which celebrates “diverse holiday traditions.”

Developed in collaboration with agency of record VCCP London, with media managed by Publicis Media, owned channels by Elvis, and PR and influencer content led by Ogilvy, the campaign is designed to make “Cadbury a part of everyone’s Christmas countdown.”

It will feature 24 out-of-home executions, each representing a day leading up to Christmas.

The campaign will run across out-of-home, social media, and YouTube until November 30 across the UK and Ireland.

Nicole Partridge, brand manager at Cadbury, said: “This year, we wanted to celebrate the unique, heart-warming, and funny moments that people across the UK look forward to each Christmas and highlight counting down to these with a Cadbury advent calendar.

“Counting down can be as exciting as Christmas day itself, with so many moments of connection and fun to look forward to. This campaign is all about making those cherished Christmas memories even more special with a little piece of Cadbury each day!”

Frances Leach, creative director at VCCP London, added: “Playing Pie Face after Christmas dinner is the highlight of Christmas for me. When else can I legitimize delivering a face full of spray cream to a family member?

“Our new Cadbury Advent Calendar campaign recognizes that what we’re counting down to is often deeply personal. So, we created 24 unique executions, one for each day of advent, celebrating the public’s favorite Christmas moments using real family photos.”