Cadbury Share Goodness

An international brand that symbolizes generosity, Cadbury needed a new omni-led brand purpose platform unique to Canada that could endure in the marketplace for the next 10 years.

So, how could buying a chocolate bar become an act of generosity? We looked to the places where acts of giving are needed the most. Beginning with the pandemic and compounded by inflation, food insecurity has skyrocketed in Canada since 2020. By March 2023, 1 in 8 Canadians were visiting food banks at least once a month.

The Share Goodness 2023 omni program launched the Cadbury brand new cause-driven platform in Canada, linking purchase of a Cadbury Dairy Milk Bar to food bank donations. Every major retailer in Canada took the program. And through customer-specific programming, Cadbury enhanced retailer's own food banks donation programs.

The omni brand platform was then extended above-the-line with a robust social, PR, and OLV campaign.