Cadbury ‘Made to Share’ by VCCP: Bold Campaign or Well&Truly Borrowed?

Is imitation the sincerest form of flattery—and should it be done to a larger degree? Brand identities often collide and overlap, so it’s a question worth asking. If Charles Caleb Colton were penning an essay today, branding would be fertile ground.

The UK Chocolate Market: Sweet Growth, Bitter Challenges

In 2025, the UK's confectionery market  is valued at approximately £16.18 billion and is projected to grow to £22.06 billion by 2030. Yet, consumption habits are shifting. While four in five Britons once enjoyed chocolate weekly, many now indulge less frequently. And consumer habits have changed  in the royal household too; After 170 years, Cadbury has lost its royal warrant.

This decline coincides with the October 2022 HFSS regulations, reducing the visibility of high-fat, sugar, and salt products in stores, curbing impulse buys.

Meanwhile, Cadbury’s parent company, Mondelēz International, faces headwinds. Soaring cocoa prices have led to a projected 10% decline in adjusted earnings per share for 2025—worse than analysts' expectations of a 6.7% drop. Higher costs have driven up prices, pushing cost-conscious consumers toward affordable alternatives. In Q4 2024, Mondelēz’s net revenues hit $9.60 billion, slightly below forecasts, with gross profit margins squeezed by rising cocoa and transport costs. Still, the company projects 5% organic net revenue growth for 2025, banking on long-term strategies to weather the storm.

The  Sweet Spot

Chocolate remains a cultural staple—95% of Britons indulge regularly. But the sweet spot is shifting. HFSS regulations have curbed spontaneous purchases, while health-conscious consumers seek “clean label” treats. Claims like "no palm oil," "reduced sugar," and "additive-free" are no longer niche—they’re the standard.

‘Made to Share’: A Campaign That Feels Familiar

Cadbury’s latest campaign, Made to Share, developed with VCCP and packaging by Bulletproof, celebrates everyday acts of generosity.

Limited-edition Dairy Milk bars feature playful chunk divisions—Who drove / Who slept on a road trip, Who cooked / Who cleaned etc—aligning with Cadbury’s long-running Generosity platform.

But, when Jason brought me a bar of Well&Truly dairy-free chocolate, over the weekend, I had to double take. The tone of voice, the segmented layout—it all felt like a bit of a visual echo of Cadbury’s campaign.

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Recycling Ideas or Reinventing Them?

In design, "everything is a remix." Brands draw from culture, trends, and competitors to create fresh, relevant work. The question isn’t whether Cadbury was inspired by Well&Truly, but how design elements evolve within industry trends.

Think of brutalist aesthetics in web design or sans-serif fonts dominating minimalist branding. Trends emerge across industries, shaped by broader cultural shifts. But when a global giant mirrors the style of a niche challenger, it should spark discussion.

Cadbury’s Opportunity: Legacy Meets Challenger Mindset

For a 191-year-old brand, Cadbury’s challenge isn’t relevance—it’s resonance. Made to Share proves it can still generate buzz, but longevity demands more than heritage. It requires audacity.

Imagine Cadbury not as a heritage brand clinging to nostalgia but as an incumbent with a challenger’s spirit. That means pushing beyond Dairy Milk, embracing radical transparency in sourcing, and, yes, borrowing from upstarts like Hu Chocolate. Known for organic, vegan bars free from palm oil, refined sugars, and emulsifiers, Hu has redefined what chocolate can be—clean, bold, and delicious.

Not to imitate. To innovate.

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