Challenge
To quickly convert Cadbury Dairy Milk’s Fairtrade certification into sales during Fairtrade Fortnight without frightening people away with weighty ethical worries.
Solution
Adopting the artistic style of traditional Ghanaian sign painters we told shoppers in a credible way that to support Fairtrade all they have to do is keep doing what they already love; buy and eat Cadbury Dairy Milk. No great moral effort. Simple and tasty.
Result
Highlights: multi-touchpoint activation in Tesco, Sainsbury’s, Asda and The Co-operative, unprecedented 70% of launch volume of Chocos in Tesco (without TV support), and 52% of shoppers interviewed after the campaign agreed that Cadbury are offering long-term help to communities in Ghana (compared to 20% in 2011)*. *Source: Hall & Partners Brand Tracking Survey
