Turning Political Fatigue into a Nation’s Favourite Debate
In early 2024, political fatigue gripped Ireland. Newsfeeds buzzed with talk of snap elections, party manifestos, and endless polling. But while the nation’s appetite for politics waned, its appetite for joy was as strong as ever. Cadbury saw an opportunity to tap into this moment and ask a question no government dared to answer:
Which is better- Cadbury Snack Purple or Cadbury SnackYellow?
Thus, the Cadbury Snack Election was born: a playful, audio-first campaign that parodied a real election while putting two iconic biscuits on the national ballot. The result? A tongue-in-cheek cultural moment that captured the country’s imagination, powered by the intimacy and immediacy of radio.
Bringing Joy to the Airwaves
At the heart of the campaign was a simple, deliciously democratic idea: turn a heritage snack into the star of a national media moment. Partnering with IRS+ and its network of 15 local radio stations, we embedded ourselves in communities across Ireland to stage a three-week election spectacle- funny, friendly, and completely edible.
Listeners were invited to vote via text for their favourite: the rich chocolate coating of Snack Purple or the crumbly biscuit charm of Snack Yellow. Each vote counted. And each region crowned a winner live on air every Friday- celebrated by blasting the winning bar’s anthem, either “Purple Rain” or “Yellow” by Coldplay.
It wasn’t just a radio ad- it was a fully fledged show, complete with satirical party-political broadcasts, comic debates voiced by Irish comedians, and cheeky campaign commentary that varied by region.
The Strategy Behind the Smile
The campaign’s brilliance lay in its blend of national scale and local flavour. By using radio as both platform and stage, Cadbury turned passive listeners into passionate participants. We tapped into a universal truth- all politics is local, and so is taste.
Each station became a campaign HQ, with presenters getting involved, championing their favourite “candidate” and dialling into community banter. Friday voting moments became local events. Winners were rewarded with not just airtime and bragging rights, but also weekly vouchers, adding real-world value to the fun.
Even outside of broadcast hours, the campaign lived on via station-led social content, sharing debate clips, poll updates, and regional results-flooding timelines with laughs, engagement, and nostalgia.
Sound Results
The campaign exceeded all expectations:
And perhaps most importantly, it delivered a wave of public affection for a much-loved product- reminding audiences why Cadbury Snack holds such a special place in Irish culture.
Why It Worked
Radio gave Cadbury a unique platform to be both locally personal and nationally relevant. The medium’s warmth made it the perfect vehicle for unique Irish wit, participation and joy. And by inviting listeners into the fun, the campaign transformed a passive ad into an unforgettable experience.
In a world dominated by visual media, Cadbury Snack’s“ audio-first election” cut through by simply sounding different.
When the results were in, one thing was clear: joy won by a landslide.
Click on the button below to watch the webinar showcasing the award winning work.
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