Open up and share with Cadbury on-pack promo
CHOCOLATE brand Cadbury has announced its partnership with BBC Children in Need for another year, following on from the brand’s £150,000 donation last year.
Once again, Cadbury is running an on-pack promotion across its Cadbury Share Bags range inviting people to ‘Open Up & Share’ as an incentive to encourage people to engage with the BBC charity event and showcase how the brand is giving back to Children in Need.
As part of the promotion, parent firm Mondelēz International has announced it will donate £150,000 once again to help support projects across the UK to improve the lives of children and young people.
This year’s campaign seeks to highlight how every child needs someone by their side, especially when times become challenging for them. Children in Need seeks to make sure that no child suffers on their own and looks to support them through this.
To help drive awareness for the campaign, Cadbury has rolled out a suite of PoS materials for retailers to make use of in stores and encourage more of their shoppers to embrace a generous nature. Furthermore, store owners have been encouraged to drive donations through in-store challenges to help make a difference.
Additionally, the campaign this year also features personal insights from former professional footballer Ian Wright, highlighting how important opening up and sharing has been for him.
The campaign will also be supported through some below-the-line marketing across social media and PR through September, October and November.
The on-pack promotion will run across both Cadbury Dairy Milk Buttons share bags as well as the Cadbury Dairy Milk Caramel Nibbles variant across the 85g packs, both PMP and plain-packs, as well as the 100g format.
Charlotte Docker, Cadbury brand manager for Bitesize and Buttons, said: “At Cadbury, generosity has always been part of who we are, and this partnership is a powerful way to help turn everyday treats into something that can make a real difference.
“By transforming our much-loved share bags into Open Up and Share Bags, we’re giving shoppers and retailers an accessible way to support BBC Children in Need and the incredible project workers helping children and young people across the UK.
“We’re proud to continue playing our part in helping every child find an adult who will listen, and hope the campaign inspires even more moments of kindness in communities nationwide.”
