The Cadbury LunchBar campaign won Gold in the Social Media Marketing, Brand Experience and Influencer / Content Creator Marketing categories for its Bra Lucas 1.0 campaign — a South African concept that resonated with consumers across the country, says Mondelez International.

Initially launched in 2024, Bra Lucas quickly grew into a multi-dimensional, integrated marketing campaign. His story continued into 2025 as part of Cadbury LunchBar's 60th birthday celebrations, amplifying the brand's relevance in a digitally connected and culturally rich market, says the company. 

"This campaign was a celebration of local flavour, humour and relatability. Bra Lucas became more than just a marketing character; he became a symbol of having it all figured out in everyday life," says Arpan Sur, Senior Marketing Director, Sub-Saharan Africa at Mondelez International. "These awards reflect the work and creative vision of our entire team and our commitment to delivering Much, Much More to our consumers."

Sur was joined by key team members, including Jacques Bezuidenhout (Brand Equity Lead) and Thabang Modiba (Brand Manager), who played integral roles in conceptualising and executing the campaign. Their efforts were supported by a strong cross-functional marketing team at Mondelez, including insights, analytics and media specialists, says Mondelez. 

Mondelez says that the recognition at the 2025 MMA Smarties Awards reinforces Cadbury LunchBar's standing as one of South Africa's most enduring and beloved confectionery brands. Over the years, LunchBar has consistently evolved with its consumers while staying true to its promise of delivering Much, Much More. 

"From the iconic days of Makhatini to the modern-day success of Bra Lucas, Mondelez has shown how creative storytelling rooted in local culture, combined with smart digital execution, can spark authentic engagement and drive real impact across multiple touchpoints," says Sur. "With its clever humour and multi-platform content strategy, the campaign succeeded in positioning LunchBar as not only relevant to today's consumers, but also as a nostalgic brand that continues to innovate."

Looking ahead, Mondelez International Sub-Saharan Africa says it is committed to building on this momentum by pushing boundaries, investing in bold ideas and delivering snack experiences that connect with consumers on a deeper level.

"As a team, we're incredibly proud of what we've achieved with Bra Lucas, but more than that, we're inspired by what's possible when great minds come together around a shared vision. This recognition affirms that South African creativity and cultural insight can lead global marketing conversations, and we look forward to continuing to bring our brands to life in ways that surprise, delight and inspire," concludes Sur. 

For more information, visit www.mondelezinternational.com. You can also follow Mondelez International on Facebook, LinkedIn, X or on Instagram.

*Image courtesy of contributor