Cadbury begins See the Big Fair Trade Picture campaign
Cadbury Adams Canada has begun a marketing campaign to promote the fair trade certification of its Cadbury Dairy Milk chocolate bar. The initiative, called "See the Big Fair Trade Picture," includes an advertising campaign consisting of online, print and out-of-home advertising, as well as a redesigned website at <http://www.dairymilk.ca>. The creative, done in the style of a mural, depicts the advantages of fair trade production. Visitors to the website can view a series of videos on the subject of fair trade and enter a contest for a trip for four to Africa. The campaign also includes social media activities, national public relations, special events at which consumers will be invited to pledge their support for fair trade, and a product sampling program. The advertising and online aspects of the campaign were developed by The Hive, while media buying was handled by Cossette and public relations are being conducted by Strategic Objectives.