Cadbury Mini Rolls

Positioning, Branding & Packaging

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Jo, our client, said,

“Cadbury is a strong brand, but the Mini Rolls range is being copied by own-label. Can you help it become the proud market leader again?”

Cadbury Mini Rolls are the original cake bar and have been gracing supermarket shelves and kids’ lunchboxes since 1962. But walk down the aisles and you might’ve missed them. We capitalised on the speech mark shape created by the swirled filling and developed a positioning “with BIG personality”.

The new brand lock-up is bold and fun, and we heroed each product with dynamic photography. These were brought to life with a series of relevant exclamations to give each flavour literal shelf shout. Open the packs and you’ll find further personality with individual wrapper messages.



“Robot Food truly understand the essence of our brand and work with agility on everything they do. This has contributed to transforming the performance and positioning of Cadbury cakes.

Results so far have been double digit growth, which is phenomenal on an existing household name – A huge thank you RF!”

Jo Agnew – Brand Director, Cadbury Cakes

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