All aboard! The new Flake 99 bus takes kids to the seaside.
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. Last weekend the Cadbury Flake 99 bus started the first of a series of free trips from cities across the UK to take lucky families to experience the magic of the British beach. From building sandcastles and netting for crabs to paddling in the cold sea and enjoying the ultimate holiday icon that is a Flake 99 ice cream (every passenger gets one free on arrival), the Cadbury Flake 99 bus is dedicated to introducing children, young and old, to the joys of the seaside.
The campaign by Ogilvy PR was launched by Cadbury UK and First Bus last weekend, the bus took families from inner city London to Southend-on Sea, and will head up to Bridlington from Leeds and Bradford this coming weekend.
Ogilvy PR secured more than 211 pieces of earned media coverage, and drove 4,000 signs ups for tickets. But the real impact of the campaign was the incredible joy and excitement of the families on board the bus - a heartfelt campaign with Cadbury generosity at its core.
“I remember the first time I went to the beach and was given a Mr. Whippy, topped with a Cadbury Flake - it’s as British as Wimbledon or BBQing under an umbrella. Sadly, many people have never been to the beach, and we thought this was a problem Cadbury and First Bus could definitely fix. After all, Cadbury is an iconic British brand with generosity at its core – and we’re hoping this Summer we can create many more happy family memories.”
Charlie Coney, Creative & Strategy Officer (UK and EMEA), Ogilvy
