Cadbury has launched a broad-ranging marketing and public relations campaign, dubbed “See the big fair trade picture,” to announce that its Dairy Milk chocolate bars are now Fair Trade Certified in Canada.
The company began selling Dairy Milk under the Fair Trade banner in Britain and Ireland last year as part of the Cadbury Cocoa Partnership, a 10-year, $80 million plan to support cocoa farmers in the developing world, including Ghana, which provides most of the cocoa for the corporation.
Fair Trade-certified Dairy Milk bars hit retail shelves in Canada in June. According to Cadbury, almost 22 million of the chocolate bars are sold nationally each year.
Cadbury’s new campaign for Dairy Milk, which launched this week, includes print, out-of-home and online advertising, as well as a redesigned website dedicated to the brand at Dairymilk.ca.
The out-of-home campaign includes a series of murals in Toronto and Montreal that are designed by a Ghanaian artist. Each execution is designed as a puzzle piece and features a particular benefit of fair trade.
In all, there are 10 out-of-home pieces running in major markets across Canada.
“We’ve taken a different approach to really engage Canadians with Cadbury Dairy Milk and the fair trade cause,” said Mackenzie Davison, director of chocolate and candy for Cadbury Canada. “We’re trying to spark curiosity and invite consumers to go online and see more of the big picture.”
Cadbury has also launched an online contest that offers the winner a trip for four to Ghana. Visitors to the Dairy Milk website can enter by describing what they believe would be a “fair trade” in exchange for the trip, whether it be a product, service or an action. Site visitors then vote on the fairness of each proposed trade, with the 20 top-scoring trades eligible for the grand prize draw to be held Oct. 6.
The contest is being promoted through Facebook, Twitter and the Dairy Milk website.
Visitors to the website can also find a series of videos, filmed in Ghana, that explain the benefits of fair trade.
In addition, Cadbury will promote Dairy Milk’s fair trade status via a national public relations tour and at public events later this summer.
Toronto agency The Hive developed advertising creative, as well as the revamped website and the social media elements of the campaign. Cossette and Strategic Objectives, also based in Toronto, are handling media buying and public relations duties, respectively.
