The Cadbury brand is set to launch an innovative creative campaign in support of Fairtrade Fortnight, which runs from the 27th February to 11th March 2012. This will feature stand-out POS and imagery to help consumers identify how easy it is to back Fairtrade Fortnight, by purchasing and enjoying the Cadbury branded products that are involved.
The creative behind the campaign will feature two simple steps, showing just how easy it is to support Fairtrade, in a fun and quirky fashion. There will be messages in the same format to support Cadbury Drinking Chocolate, Cadbury Dairy Milk and Cadbury Dairy Milk Buttons, all of which are Fairtrade certified.
Put simply, Step 1 will be to ‘Buy Cadbury Hot Chocolate or Cadbury Dairy Milk’ and Step 2 will be to eat and enjoy it. The creative style is inspired by Ghanian imagery to remind consumers of the cocoa’s heritage and the difference that Fairtrade makes to farming communities.
The campaign will help back-up the Fairtrade 2012 theme which is ‘Take a Step for Fairtrade’ and help consumers understand how easy it is to support the cause.