DOOH Advertising
Cadbury’s Heroes outdoor campaign sets a score record
October 27, 2025
Cadbury's Heroes outdoor advertising campaign achieved a record high score of 5.9 stars on System1's Test Your Ad platform. It is the highest ever outdoor score on the platform, according to a press release.
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.
All three adverts also scored exceptional Spike Ratings (indicating a creative's capacity to drive short-term sales) and strong-to-exceptional Fluency Ratings.
System1 recently released research in partnership with JCDecaux UK, which revealed that when outdoor adverts provoked a high, positive emotional response (3 Stars and above), they were twice as effective at driving tangible business outcomes as those that left viewers feeling neutral.
"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," Andrew Tindall, SVP of partnerships, System1, said in the release.
