As Easter and Easter eggs roll around, Kinder Canada has hired Ariad Communications for a fundraising initiative for the Children’s Miracle Network.
The national bilingual “A Joy to Share” Easter campaign launched two weeks ago. It marks Ariad’s first work on the brand since winning the mandate to handle Kinder’s seasonal brand activations.
Baron Manett, senior vice-president of strategy at Ariad, noted that with significant growth in gifting during the Easter season, the overall campaign objective was to position Kinder as a “fantastic choice for gifting during this holiday.”
“As part of a cause-related marketing strategy, we wanted Kinder to be seen as a brand that is really about bringing joy to kids and celebrating what it means to be a kid,” he explained.
A portion of every Easter purchase is donated to Children’s Miracle Network hospitals. Sale proceeds in a given city will go toward a hospital in the same city.
The campaign is supported by a TV spot developed by Toronto agency GWP Brand Engineering, digital executions developed by Mom Central and point-of-purchase materials.
