Cadbury Bournville
#IndulgeWithBournville
Self-care campaign, Delhi / Mumbai / Bangalore
- Role
- Campaign Lead — concept, pitch, deal closure, delivery
- Capabilities
- Brand Strategy / Partnerships / Integrated Marketing
01 — The Challenge
Cadbury wanted Bournville dark chocolate to stand for self-care and me-time. It was a mood, not a mechanic.
The real question was how to turn a chocolate bar into a moment someone takes for themselves.
02 — The Insight
You cannot describe me-time; you can only sell it. A positioning built on a feeling has to become something people can buy, taste, make and watch — otherwise it stays a message on a wrapper.
03 — The Strategic Move
Stop describing me-time and start selling it. Turn the positioning into things people could actually have: a self-care box sold online, Bournville desserts co-created with real bakeries, a baking masterclass, and quick recipes and influencer films.
Run it across three moments — Valentine's Day to launch, Women's Day to shift the story from gifting to taking time for yourself, and a longer stretch after that to keep Bournville in people's routines.
04 — The Idea
#IndulgeWithBournville — a self-care box of Bournville 70% Dark with self-care products from partner brands, sold on Shop on LBB; Bournville desserts co-created with five bakeries across Delhi, Mumbai and Bangalore, sold in store and on Zomato and Swiggy; a baking masterclass; and quick recipes with influencer films.
The box paired Bournville 70% Dark with a candle, a bath soak, a sheet mask and cookies from partner brands.
05 — The impact
- 250
- Boxes sold — every one
- 30.5M+
- Impressions (vs. 10M+ promised)
- 3.6M+
- Video views (vs. 2M+ promised)
- 4.08%
- Average click-through rate
14.2M+ page views against 0.6M promised; 9.8M+ reach; more than half the boxes sold by mid-campaign and all 250 sold by the end.
06 — My Role
I conceived the campaign, pitched it, closed it with LBB's sales team, and led delivery across all three phases.
Cadbury was particular about who represented the brand, so before recommending a single influencer I ran a deep analysis of creators across the industry — that analysis informed every selection.
Partner bakeries created and sold the desserts, partner brands supplied products for the box, and LBB's teams produced the content, shoots and distribution.
07 — How it came to life
- Execution
- Three phases: Valentine's Day launch, Women's Day pivot from gifting to me-time, and a longer stretch to sustain the routine.
- Partnerships
- Five bakeries across Delhi, Mumbai and Bangalore created and sold Bournville desserts in store and on Zomato and Swiggy; partner brands supplied self-care products for the curated box.
- Content
- Unboxing films with influencers, mood-led films around taking time for yourself (Eisha Chopra joined for Women's Day), recipe cuts, and co-branded packaging stickers for the bakeries.
- Experience
- A baking masterclass: 500+ registrations, 250+ attendees, and 150+ who stayed for the full 80 minutes. LBB Insiders visited the partner bakeries on Valentine's Day.
- Channels
- Shop on LBB for the box; platform web and app, Instagram, Facebook, LBBTV and Bournville's own Instagram and YouTube.
08 — Why it mattered
A mood-based brand only lands when the mood becomes something you can hold. Turning self-care into objects people could buy, taste and make put Bournville inside the moment instead of advertising around it.
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