It wasn’t just traditional press advertising that could drum up publicity for Cadbury – visitors to the factory were encouraged too.
In 1902 a visitor’s department was set up, taking separate tours around the factory and the village. After the First World War Cadbury invested more into it with hugely popular schedule railway excursions.
A staggering 150,000 people were taking the tour by 1938; Cadbury believed it was essential, giving people a lasting link to the business and its products. George Cadbury even used to walk around handing out roses to Women’s Institute and Mother’s Union members.
And if the people came to Cadbury, Cadbury also came to the people. Four cinema units toured the country, showing state-of-the-art specially commissioned films in cinemas and town halls. The first full-length sound film to be made for advertising appeared, and half a million people saw a Cadbury film in 1935.