The initiative will be supported by an integrated marketing campaign from Cadbury designed to drive awareness of Fairtrade for the fortnight (28 February to 13 March) and beyond.
The marketing activity will include digital and PR activity and in-store point of sale material. The materials stress that buying Fairtrade Cadbury products will result in solar panel funding for Ghanaian farming communities.
In key supermarkets, Cadbury will sample its range of Cadbury Dairy Milk Fairtrade products during the Fortnight’s first weekend.
Online activity will include banners on supermarkets’ websites and there will also be a campaign blog, with regular posts from Ghana updating consumers on progress.
Marketing materials show the benefits to the community by way of three characters “wearing” a school, community centre and hospital.
Julie Reynolds, head of marketing for Cadbury Dairy Milk says: “One of the main aims of the Cadbury Cocoa Partnership and the basis of our commitment to Fairtrade is that the farming communities who produce our cocoa are empowered to meet their long-term goals.
“After chatting to local Ghanaian farmers about just how impactful and transformational affordable electricity can be, we were inspired to donate 20% of our profits to fund solar panels.”
Saatchi X and Fallon have worked on the campaign with on PhD handling media planning, Hyper working on digital activity and The Red Consultancy on PR.
Cadbury Dairy Milk’s commitment to Fairtrade is part of the Cadbury Cocoa Partnership pledge to invest £45 million over ten years to secure the sustainable future of cocoa farming in Ghana, India, South East Asia and the Caribbean.