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Cadbury supports high street chocolate shops as lockdown measures continue to ease across the UK.

Inspired by the brand’s humble roots as an independent chocolate shop on Birmingham’s Bull Street in 1824, the campaign encourages sweet-toothed consumers to replace their bar of Cadbury Dairy Milk with an alternative from a high street chocolate shop.

It is supported by a repurposed ad from three years ago, "Mum’s birthday", in which a girl attempts to pay for a chocolate bar using sentimental items including a plastic medal and a small unicorn toy. The reworked ad ends as the girl emerges from the store with a bar of chocolate for her mother in hand, at which point a narrator declares: "For the love of chocolate, help us help high street chocolate shops."

The campaign also includes digital and outdoor activity, as well as a shop activation in Birmingham. It was written by Dan Glover-James and art directed by Elias Torres. Media is handled by Carat.