From autumn 2022 to spring 2025, I worked as the photography and videography partner for Cadbury Ireland’s social media — handling creative direction, styling, production, and editing across nearly three years of campaigns for one of the world’s most recognisable chocolate brands.
The work was commissioned through the marketing agency managing Cadbury Ireland’s social media presence, with content published on both Cadbury Ireland’s Instagram and the global Cadbury Facebook page.
The Challenge
Cadbury Ireland needed a consistent flow of high-quality visual content across their social media platforms — content that could carry the weight of major seasonal campaigns, support new product launches, and hold its own against the standards of a globally recognised brand.
The brief required someone who could work within strict brand guidelines while bringing genuine creative input — not just executing a brief, but contributing ideas, solving visual problems, and delivering content that felt fresh campaign after campaign, year after year.
With content going out to a large and engaged Irish audience (and selected work being shared on Cadbury’s global Facebook page), the bar for quality was always high and consistent.
The Solution
Over nearly three years, I produced photography and video content for every major moment in Cadbury Ireland’s marketing calendar — and a lot of what happened in between.
That included:
- Seasonal campaigns for Christmas, Easter, Halloween, and St. Patrick’s Day (multiple years running)
- New product launch campaigns, including content built entirely around social media
- Ongoing product-focused content to keep the brand visible and active between campaigns
The formats ranged from polished studio photography, stop-motion video, and recipe development to more unpolished, casual content — depending on what the campaign called for. Creative direction, prop sourcing, styling, and editing were all handled by me.
For the very first shoot, the right shade of Cadbury purple didn’t exist as a ready-made backdrop — so I painted one myself. It stayed in use for the entire collaboration.
The agency feedback throughout was consistent: the content was excellent, and it showed in how the work performed.
The Results
The most significant campaign of the collaboration was the Easter launch of a brand new Cadbury chocolate bar — a campaign built entirely around social media content, supported by a physical pop-up in Dublin.
Three videos. The results on Instagram alone:
177,000 views — 26,700 views — 724,000 views
The same content on the global Cadbury Facebook page:
24,600 views — 18,600 views — 795,000 views
Other standout moments across the collaboration included individual videos reaching 557,000 views on Instagram, with campaigns consistently delivering strong engagement across both platforms.
Over the course of nearly three years, the volume of content produced was significant — dozens of campaigns, hundreds of individual assets, and a body of work that helped Cadbury Ireland maintain a consistent, high-quality presence on social media through some of Ireland’s biggest food marketing moments.
If your brand deserves this level of attention and you haven’t found the right creative partner yet, I’d love to hear about what you’re working on.
A MATTER OF NOURISHMENT 