A national campaign breaking on Monday 2 September through Saatchi & Saatchi is intended to sustain Mini Rolls' place as the best-selling product in the cake market.
Each of the three commercials draws on Mini Rolls' affinity with children, which has been built up over more than 30 years. An estimated four million Mini Rolls are now eaten every week.
The ads take a tongue-in-cheek look at how children might use Mini Rolls as "bribes to get their own way with figures of authority, including teachers and parents.
In one film, a boy slips a Mini Roll to an airline check-in clerk to get himself an upgrade. In another, a young patient drops a Mini Roll into the pocket of a doctor's coat to win herself another day watching TV in hospital.
In the third ad, a schoolboy swaps a Mini Roll for some exam answers during a secret assignation with a teacher.
The commercials were written by Gavin Kellett, art directed by Nik Studzinski and directed by Christian Loubek for Independent Films. Media is being bought by BBJ.
The work is in sharp contrast to an earlier initiative through the then Advertising Brasserie , a series of commercials which parodied public information films from the 50s.
Matt Pullen, the Cadbury Cakes marketing manager at Manor Bakeries, said: "Research shows how smart children are and that parents, adults and even marketers often underestimate them."
He added: "The Cadbury Mini Rolls relaunch campaign will take the children's eye view and thereby ensuring that we never patronise them."
Dave Droga, the Saatchi & Saatchi executive creative director, said: "Mini Rolls are more than just a tasty snack - they are valuable currency. Children have the power in this funny campaign."
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