Cadbury’s Heroes ad earns highest ever outdoor score

Oct 15, 2025 | Industry News

queen hero image Cadbury's Heroes ad earns highest ever outdoor score

Cadbury’ Heroes ‘Queen’ advert

The latest Heroes outdoor campaign from Cadbury’s has achieved the highest ever score for outdoor advertising from System1.

Two of the adverts from the campaign, ‘Pride and Prejudice’ and ‘Queen’ scored 5.9 star ratings, well above the average rating for out-of-home adverts (2.5 stars). A third outdoor advert in the series, ‘Robin Hood’, achieved 5.8 stars, while the TV version of the creative also scored a top 5.9 rating.

System1’s star rating is calculated by measuring emotional response to an advert, with strong, positive emotions a key factor in driving long-term brand growth.

The adverts, which show a series of chocolates from Cadbury’s Heroes collection rebranded with the names of iconic pop culture figures, subverts audience expectations to evoke humour and rewards double-take repeated viewing. The simplicity of the adverts’ appearance and the use of familiar brand assets make it easier for audiences to recognise Cadbury and recall the creative later on.

As well as their impressive star rating, all three adverts also scored exceptional spike ratings and strong-to-exceptional fluency ratings.

Andrew Tindall, SVP Partnerships, System1, said: “Cadbury has nailed it again with a brilliantly simple and unmistakably Cadbury ad for Heroes. It rewards viewers with that double-take ‘aha’ moment when they spot the clever chocolate names, and lands perfectly with its upbeat ‘All Heroes, No Zeroes’ line.

“It is another masterclass in using distinctive assets like colour, tone and emotion to stay front of mind and build long-term brand love. Cadbury continues to show how consistency and creativity compound over time, with bold, joyful and instantly recognisable outdoor work that keeps them culturally relevant and unmistakably Cadbury.”

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