Cadbury kickstarted the New Year by launching its latest advert, ‘Memory.’
The heartwarming ad tells the story of a father living with dementia, who never forgets his love for his daughter, despite not always recognising her. In the film, he shares an untold story from his past after he is gifted a bar of Dairy Milk Wholenut.
‘Memory,’ which features Alzheimer’s Research UK’s logo on the endplate, was launched on 1 January.
Hilary Evans-Newton, Chief Executive at Alzheimer’s Research UK, said:
“We welcome this new ad from our partner, Cadbury, that tells a heartwarming story of generosity, featuring a father with dementia. I’m sure anyone who watches ‘Memory’ will be incredibly touched, particularly those who have been personally affected by dementia like my family has been. We want to thank Cadbury for bringing dementia to the public’s attention in this way, as this will help raise awareness and support people to have important conversations about dementia.”
Elise Burditt, Senior Marketing Director at Cadbury, said:
“At Cadbury, we believe that generosity has the power to bring people closer together. ‘Memory’ illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. We’re incredibly proud to continue to work with Alzheimer’s Research UK to support their vitally important work.”
As well as launching the ‘Memory’ advert, Cadbury is continuing its partnership with Alzheimer’s Research UK in 2025. The business will continue to proactively campaign to raise awareness of the condition and provide additional financial support to further the charity’s mission to find a cure for dementia.
‘Memory’ will run across television, streaming, YouTube and cinema.
You can watch the film here.
If you have any questions about dementia, Alzheimer’s Research UK’s Infoline is available to help. People can get in touch by calling the charity on 0300 111 5111, 9am-5pm Monday to Friday (excluding Bank Holidays), or emailing us on infoline@alzheimersresearchuk.org.
You can also find more information about dementia here.
