Cadbury Dairy Milk Fairtrade Blog -
Cadbury Dairy Milk
In March 2009 Cadbury announced their move to Fairtrade cocoa for their Dairy Milk chocolate bars. The move tripled the amount of Fairtrade cocoa being used from Ghana as well as moving Fairtrade products and communications into the mainstream.
We initially faced a six month lag between the announcement and bars hitting the stores.
Our solution was to create a digital presence that would make use of the six month period to generate consumer involvement in the activity, whilst managing and dispelling any negative feelings around a big brand making an ethical move.
We launched the Fairtrade blog to communicate this message and also occupied other social spaces including Twitter and Facebook.
The results were fantastic with multiple congratulatory posts from consumers, as well as Cadbury being featured on on the homepage of Tree Hugger. The blog has now run for over 18 months and is still regularly updated with content.
