Cadbury's Freddo Has Been Encouraging Kids to Loot

By Holly Brockwell on at

We regret to inform you that chocolate bastion of British childhoods Freddo has been cancelled.

Not in the sense that he'll stop being produced (although he'll probably cost a fiver after Brexit), but in the sense that he's been caught encouraging children to break the law and go looting on the weekends, and thus we can no longer support his froggy ways.

The Cadbury Treasure Island campaign is intended to promote Freddo Treasures, a new spin on the old frog to compete with Kinder Surprise:

Image: Cadbury

That cartoon Freddo is nightmare material.

Also nightmare material is the possibility of being arrested for following the instructions on the Cadbury Treasures promotional website, which has been down all day as a result of stinging criticism on social media.

The website told kids to grab a metal detector and go looking for treasure on ancient historical sites, something that is not only a terrible idea but could actually result in legal problems. Historians and archaeologists have absolutely destroyed Cadbury on Twitter, starting with Dr Aisling Tierney:

And swiftly followed by many others:

Even the National Trust had a go:

You know you've fucked up when you upset the National Trust.

Dan Hicks, Professor of Contemporary Archaeology at Oxford University, wrote a large thread pointing out various problems with the campaign, including the potential legal implications of taking Cadbury's advice at face value:

Cadbury's PR team, meanwhile, is presumably wishing it was also #buried somewhere underground right now. The company told the BBC:

"It was not our intention to encourage anyone to break existing rules regarding the discovery of new archaeological artefacts and we are grateful this matter has been brought to our attention."

It says it's in the process of updating the website to stop encouraging people to go looting as a fun family activity on the weekend. Nice work, Freddo, you chocolate wally.

Main image: Cadbury via Twitter