Lindt Canada is looking to reap the CSR benefits of teaming up with Second Harvest.

For each of the new Lindt One for One bars purchased, the company says it will fund a donated meal to someone in need through food rescue organization Second Harvest. It is promoting the initiative at retail locations nationwide, with in-store and shopper displays that includes danglers and point-of-purchase communications.

Select retailers will also feature shelf blades in the aisle, as well as 3D display stands that house each of the three flavours of the Lindt One for One bars and proudly communicate the “one bar = one donated meal” proposition.

“Not only is the launch of Lindt One for One an exciting moment for us here locally, but it is a first for Lindt Sprüngli globally,” says Justin Reese, president and CEO, Lindt & Sprüngli Canada. “This is an opportunity to bring our brand purpose to life and provide Canadians with a direct way to support people faced with food insecurity while purchasing from a brand they know and love.”

Reese tells strategy that the message of “it tastes good to do good” as well as the tangible “one bar = one donated meal” are “great proof points to remind consumers at the shelf level, when they are deciding which chocolate bar to reach for.”

As Reese explains, across all materials – whether it is a shelf dangler or a floorstand at a wholesale retailer – the confectionery is emphasizing a simple yet tangible takeaway.

All of Lindt’s bar designs are unique and reflect the flavour experience, Reese says, and with Lindt One for One, it hopes to ignite inspiration and human connection to stand out.

“Within all in-store and shopper marketing materials, we’ve proudly shown off the key brand elements of the new line – think bold colours and natural craft paper texture, as well as the new logo distinctly created for this product line,” Reese says.

Lindt Canada worked with Nothing Design Studio and Grey Canada to develop the branding for Lindt One for One.

Lindt & Sprüngli Canada has previously partnered with Second Harvest, helping to rescue more than 250,000 pounds of food and assisting with in-kind product donations. At a time when more people are expected to have trouble putting essential foods on the table, it was natural for Lindt Canada to partner with Second Harvest to support the rescue and redistribution of surplus edible food to non-profits across Canada, Reese notes.

Through this partnership, Lindt & Sprüngli Canada will make an additional $500,000 donation to Second Harvest over the next three years to support the organization.

According to Reese, it’s increasingly important to Canadians – particularly the younger generations – that the brands they support and buy from contribute positively to the communities in which they operate.

Amplification is through brand-owned digital, social and email marketing.