Cadbury Lunchbar Releases 60th Anniversary Campaign

LunchBar says the 2025 campaign delivered on what Cadbury LunchBar has promised for the past six decades: Much, Much More.

With over 23.5 million impressions, the social media rollout captured the nation's attention. At the centre of it all was the mysterious Monolith, which ignited a frenzy of online speculation. Is extraterrestrial life real? Are monoliths part of a global mystery? Could it be a man-made hoax, an elaborate April Fool's prank, or even a gift from the gods? Theories abounded — especially on TikTok and X (formerly Twitter) — as the campaign trended second nationally on Tuesday, 1 April, tying into April Fool's Day with a blend of humour, intrigue and digital mayhem, says the brand. 

Nomawethu Ngadlela, Chocolate Category Lead for Sub-Sahara Africa, thanks all the consumers who have consistently chosen LunchBar as their first choice for the past 60 years. "Cadbury LunchBar has always endeavoured to deliver much, much more, not just in taste but in experience. Since its launch in 1965, Cadbury LunchBar has remained a popular snack, continuously evolving but remaining true to its identity," says Ngadlela. 

"This year, we wanted to take the Lucas character to the next level with an intriguing investigation into the mysterious birthday gift that Cadbury LunchBar now holds beyond our planet," says Ayesha Hassim, Brand Manager of Cadbury LunchBar.

To drive the narrative, Cadbury says it has partnered with a mix of content creators and 'agents' who fuelled the mysterious investigation, helping amplify the story and captivate audiences nationwide. Cadbury LunchBar also rewarded 60 consumers with a share of R1-million in cash prizes.

LunchBar concludes that from Adam's Calendar to timelines across the country, the extraterrestrial escapade of Lucas 2.0 continues to unfold online — keeping the mystery alive, the joy flowing and the LunchBars coming. Stay tuned as Cadbury LunchBar continues to deliver the unexpected. The cosmic journey of Lucas 2.0 continues across digital platforms.

For more information, visit www.thelunchbarman.co.za. You can also follow LunchBar SA on Facebook, X, Instagram, or on TikTok. 

*Image courtesy of contributor