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Cadbury Fingers is launching a national TV campaign, which will be backed by a 5 million [pounds sterling] spend.
Saatchi & Saatchi has developed the campaign for the chocolate brand, owned by Burton's Foods. The ad is directed by the Budweiser "frogs" director Tom Routson, and is his first UK work.
The campaign will support the new-look packaging for the Cadbury Fingers range, plus the new product launches of Mini Tubs and a caramel version of Fingers. Burton's hopes the ads, which break on 7 October, will provide further growth for the brand.
The creative sees a thumb character embarking on a quest to be more "fingerlike". The thumb travels to …