To launch the new Cadbury &More Biscoff Bar, we developed a campaign that positioned the product as the ultimate companion for indulgent downtime.
We identified a growing need in Gen Z to shake off the always-on hustle culture and to, unapologetically, chill. Our findings revealed that “bed rotting”, or spending time in bed relaxing, scrolling and snacking, has become one of the most popular forms of self-care where comfort and recovery are prioritised over other downtimes like padel, brunch or partying.
But “bed rotting” didn’t feel quite luxe enough for the indulgent Cadbury &More range, so we brought some boujie vibes to a day in bed.
Introducing the Cadbury &More ‘Bed Retreating Service’, the hotel-inspired at-home experience that transforms down-time into an elite escape. And who better to bring it to life than Gen Z personality and culture queen, Nella Rose?
We captured content that showed Nella enjoying the ultimate duvet-day experience, complete with a silver-service Cadbury &More Biscoff Bar snack, a hand massage to ease her endless scrolling, and her favourite fantasy fiction read to her by a Heathcliff lookalike.
To extend engagement beyond the earned media edit, we launched a consumer giveaway, so brand fans could win their own Bed Retreating Service kit.
The campaign generated widespread coverage across national and consumer media, sparking conversation around Gen Z self-care trends, whilst introducing the new Cadbury &More Biscoff Bar, positioning it as an indulgent treat for moments of relaxation.
Video content by Oh My! Creative
