Hopper worked with Ogilvy UK, Cadbury and First Bus to treat some lucky families to a traditional day out at the seaside!

With a special 99 bus service from London to Southend-on-Sea, families enjoyed a free return journey and a delicious Flake 99 ice cream by the beach.

Research by Cadbury revealed that 95% of Brits agreed that a day at the seaside is a British institution, with 94% wishing they could spend more time enjoying UK beaches.

In some regions of the UK 1 in 10 children have never been to the seaside. In some cities it’s 1 in 5 children. From building sandcastles and netting for crabs, to paddling in the cold sea and enjoying the ultimate holiday treat – a Flake 99 ice cream, the Cadbury Flake 99 bus is dedicated to introducing children, young and old, to the magic of the seaside.

Photo credit: Jack Hall / PA Media Assignments and Faye Hatton Photography