That feeling of the sand between your toes, unfolding a deckchair (a few times before you get it right) and running into the sea (then running straight back out again as it’s freezing!)

In Cadbury’s 200th year, PR agency Ogilvy wanted to help families to experience the pleasures of a day at the seaside, something that is increasingly out of reach for some.

Research indicated that a Flake 99 ice cream by the beach is an important British seaside tradition.

But one in ten families has never made it to the beach, meaning that traditional treat is something they’ve never enjoyed.

So we jumped on board the campaign to help create the Flake 99 Seaside Bus!

To Bridlington…and beyond!

Working with Ogilvy UK and First Bus, we created the "99 Bus," offering free trips to the coast and complimentary ice creams upon arrival. Taking a double-decker, we transformed it into a vibrant seaside-express, delighting the families on board.

Families from Leeds and Bradford were whisked away to Bridlington; London families enjoyed sunny Southend-on-Sea. Beach balls, buckets and spades, deckchairs and, of course, their very own Flake 99 Ice Cream Van waiting for them on arrival (sauce AND sprinkles please!)

The chocolate (or strawberry) sauce on top

This act of generosity provided a compelling story for regional, national and social media. And, thankfully, the weather gods cooperated, delivering sunshine on each day of our travels!

200 pieces of coverage later (and a spot on ITV News!) we had busses full of happy kids (and exhausted parents) heading home with memories made and stories to tell back at school.

Idea...

Cadbury helps families enjoy a traditional day at the seaside as part of their 200th year celebrations. Creating emotional connections and leaving a lasting positive impact.

Impact...

-200 pieces of coverage

-300m impressions

-ITV news feature