South Africa’s most-loved chocolate bar, Cadbury LunchBar, marked its 60th anniversary with an out-of-this-world campaign that captivated the nation.
Anchored by a mysterious Monolith that appeared in Adam’s Calendar, Mpumalanga, the campaign reignited the spirit of Bra Lucas Baloyi—this time, on a cosmic mission to uncover a birthday gift that seemingly came from another planet.
The 2025 campaign delivered on what Cadbury LunchBar has promised for the past six decades: Much, Much More. With over 23.5 million impressions and counting, the high-energy social media rollout captured the nation’s attention. At the centre of it all was the mysterious Monolith, which ignited a frenzy of online speculation. Is extraterrestrial life real? Are monoliths part of a global mystery?
Could it be a man-made hoax, an elaborate April Fool’s prank, or even a gift from the gods? Theories abounded—especially on TikTok and X (formerly Twitter)—as the campaign trended second nationally on 1 April, tying cleverly into April Fool’s Day with a signature blend of humour, intrigue and digital mayhem.
Nomawethu Ngadlela, Chocolate Category Lead for Sub-Sahara Africa, would like to thank all the consumers who have consistently chosen LunchBar as their first choice for the past 60 years. “Cadbury LunchBar has always endeavoured to deliver much, much more, not just in taste but in experience. Since its launch in 1965, Cadbury LunchBar has remained a popular snack, continuously evolving but remaining true to its identity.”
“This year, we wanted to take the Lucas character to the next level with an intriguing investigation into the mysterious birthday gift that Cadbury LunchBar now holds beyond our planet,” said Ayesha Hassim, Brand Manager of Cadbury LunchBar.
To drive the narrative, Cadbury partnered with a curated mix of content creators and ‘agents’ who fuelled the mysterious investigation, helping amplify the story and captivate audiences nationwide. To top it all off, Cadbury LunchBar rewarded 60 loyal consumers with a share of R1 million in cash prizes, reinforcing its brand promise of delivering generosity and joy. As the nation celebrates 60 years of Much, Much More, Cadbury LunchBar proves that even after six decades, it still knows how to surprise, delight, and bring South Africans together.
From Adam’s Calendar to timelines across the country, the extraterrestrial escapade of Lucas 2.0 continues to unfold online—keeping the mystery alive, the joy flowing, and the LunchBars coming. Stay tuned as Cadbury LunchBar continues to deliver the unexpected.
The cosmic journey of Lucas 2.0 continues across digital platforms.
Watch the TVC here
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