Cadbury were the first chocolate company to divide their bars into squares so people could share them.

But they didn’t say who deserved the bigger bit.
So a hundred or so years later, we redesigned their packs to reward those everyday acts of generosity among friends, colleagues, housemates and families.

A week before the campaign launched, someone spotted the bars out in the wild on a supermarket shelf and took a photo. The meme account @TheArchBishopofBanterbury posted it and then they went viral.

16.5 million bars were sold.
Turns out the nation owed each other a few favours.