Cadbury paints fair trade picture

An online and OOH campaign celebrates the announcement that Dairy Milk chocolate is now fair trade.

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 chocolate is now fair trade certified, Cadbury unveiled an online and OOH campaign in August that asks consumers what they think is a fair trade for a trip for four to Africa. The top 20 most popular trade offers (as decided by Dairymilk.ca visitors) will be entered in a draw to win the trip, with the winner required to complete his or her trade.
With ad creative, social media and online elements developed by The Hive and media buying by Cossette (both in Toronto), the national “See the Big Fair Trade Picture” campaign promises to educate consumers about 10 elements of fair trade. Billboards showing puzzle pieces with mural-style art drive home different points – for instance, one states that “providing cleaner water is just a piece” of the big picture. The billboards drive to Dairymilk.ca and the contest is also promoted on Facebook and Twitter. The first phase of the campaign wraps up Oct. 1.