In 2024, Cadbury marked the milestone of its 200th anniversary with the Yours for 200 Years campaign, celebrating its enduring role in British culture and its values of generosity and community. Recognising that memories are the common thread connecting its place in the hearts of generations. True to its commitment to social purpose, Cadbury focused its attention to a cause deeply tied to memory: Alzheimer’s and dementia. In partnership with Alzheimer’s Research UK, Cadbury joined the fight against these diseases, which affect over one million people in the UK, helping to raise awareness and support for those impacted.
Cadbury’s commitment extended beyond a £200,000 donation to support the charity’s search for a cure. To further raise awareness, Cadbury partnered with Manchester United to launch the Memories Unite Us campaign. This initiative used the emotional power of football to highlight how Alzheimer’s steals cherished memories and leaves many feeling isolated.
The campaign film series illustrated how iconic moments from Cadbury and Manchester United’s histories could help spark memories for those living with Dementia. It culminated in a VIP matchday experience for fans affected by the condition, giving them a chance to relive and create new memories while celebrating the connection between the two beloved institutions.
With more than 12 million views and 31 million digital impressions, the campaign not only sparked significant positive engagement but also raised critical awareness of Dementia. It underscored the importance of preserving memories while solidifying Cadbury’s legacy as a brand rooted in community and cultural impact.
