Cadbury paints fair trade picture

A puzzle-mural billboard campaign and social media barter system are promoting the product's new sustainability mandate.

What can be considered a fair trade for a trip to Africa? Jeremy D. would donate his laptop to a school in need, while Lauren Z. would spend a day at a women’s shelter giving manicures.

To celebrate its announcement that Dairy Milk chocolates are now fair trade certified, Cadbury this week unveiled its online and OOH media campaign that asks consumers what they think is a fair trade for a chance to win a trip for four to Africa.

With social media and online elements developed by The Hive in Toronto and media buying by Cossette, the national campaign promises to educate consumers about 10 elements of fair trade, a sustainability movement that aims to provide fair prices to cocoa farmers and encourage environmental harvesting practices.

For instance, a mural at King and Brant streets in Toronto states that providing clean water is just one piece of the ‘big picture’ of fair trade. The murals drive to, where the barter contest is hosted. It’s also promoted on Facebook and Twitter pages for the brand.

A national public relations program by Strategic Objectives also kicks off this month with a city tour that hands out chocolate bars and asks consumers to sign a pledge in support of fair trade.