Red has won a pitch to design and deliver a consumer PR campaign for Cadbury Dairy Milk. The campaign ranges across marketing support and product stories.

Red’s first task will be to amplify the brand’s next ‘Glass and a Half Full Production’ - the sequel to the ‘Gorilla’ ad. This will be through direct-to-consumer work and a media engagement programme.

The account will be led by Head of Consumer Brands, Ed Staples: “People have seen the gorilla ad and had their first experience of a ‘Glass And A Half Full Production’. Our task is to build on that, to take the concept from TV and PC screens and to develop a campaign of behaviour which surprises the public at street level and makes them smile.”

“We were impressed by Red's creativity, strategic thinking, and ability to deliver a strong PR campaign to support Cadbury Dairy Milk,” commented Emily Richards, Senior Brand Manager. “2008 is an exciting year for the brand and we're confident Red will help to build on the huge success of ‘Gorilla’.”