Mars/ YR set for Cadbury’s Fairtrade messaging
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MarsY&R, the shopper marketing specialist, is to roll out a multi-channel campaign for Cadbury Dairy Milk in support of the chocolate brand’s Fairtrade certified products during Fairtrade Fortnight (27th February to 11th March).
Cadbury Dairy Milk is targeting female grocery shoppers in the UK with a push encouraging consumers to purchase products from the Cadbury Dairy Milk Fairtrade range. The push will also appear in selected cafés in support of Cadbury Drinking Chocolate.
The multi-channel campaign will include in-store POS material and retailer magazines.
The MARSY&R creative delivers a simple, two-step call to action in support of Fairtrade Fortnight: buy Cadbury Dairy Milk it and then eat it. The ‘step’ device mirrors this year’s Fairtrade campaign, “Take a Step for Fairtrade”, while in-store poster visuals fuse the iconic Cadbury Dairy Milk purple with an illustrative style that evokes traditional Ghanaian sign painting.
Hortense Rothenburger, Cadbury Dairy Milk assistant brand manager at Kraft Foods, said: “When it comes to ethical in-store claims, shoppers don’t believe that a single purchase will make much difference. This new campaign aims to illustrate just how powerful the simple act of purchasing a Cadbury Dairy Milk can lead to something truly life-enhancing for someone else. MARSY&R’s creative gets this message across clearly and in an engaging way, tapping into natural shopping behaviour and showing how simple it is to go Fairtrade.”
Paul Cope, business director at MarsY&R, added: “Shoppers are bombarded with ethical claims and ecolabels in-store, some of which they’ve heard of and some they haven’t. It can be difficult to know who to trust, so shoppers tend to look out for the well-known ‘lighthouse’ brands like Fairtrade and the Marine Stewardship Council, to act as navigational shortcuts to help them do good when they’re shopping.”
Fairtrade Fortnight spans two weeks, during which the organisation seeks to spread its message and encourages consumers to switch to Fairtrade products.
This is MarsY&R’s first major shopper marketing campaign for Cadbury Dairy Milk.
