Cadbury Mini Rolls

Agency: Robot Food
Project Type: Produced, Commercial Work
Client: Premier Foods
Location: Leeds, UK

Cadbury Mini Rolls are the original cake bar and have been gracing supermarket shelves and kids lunchboxes since 1962. But to walk down the aisles you wouldn’t know it. We capitalised on the speech mark shaped created by the swirled filling to create a new brand identity that is bold and fun. We came up with the strap-line “with BIG personality” and introduced a series of witty slogans and individual wrapper messages to give each flavour literal shelf shout.