Launching today, #ForTheLoveOfChocolate will encourage consumers to forego buying a bar of Cadbury Dairy Milk, instead opting for chocolate from an independent chocolate shop. At the heart of the campaign is a partnership with six high street chocolate shops across the country including Chouchoute in Birmingham and Melange in London.
To raise awareness and help spread the word about struggling chocolatiers, Cadbury will re-work its iconic TVC ‘Mum’s Birthday’, which will feature Chouchoute’s branding instead of Cadbury.
The integrated campaign will play out across TV, YouTube, OOH for the next two weeks, as well as a shop activation in Birmingham. PR will be supported by Golin, and media planning and execution by Carat.
Cadbury’s eCommerce site, Cadbury Gifts Direct, will push consumers to their six independent chocolate partners by featuring them on the site as well as encouraging people to try their chocolate for free on 4th May at 12pm.
Cadbury will also donate almost half a million pounds of OOH and DOOH advertising space near each independent shop location, as well as digital spend to help drive traffic and awareness.
“We are proud to be supporting local chocolatiers across the UK. As a nation, we’ve always been lucky to have a thriving chocolate scene, full of variety and creativity; and at Cadbury, we of course understand what it’s like to start out as a small independent chocolate shop," said Associate Director of Marketing for Cadbury UK and Ireland at Mondelez, Colin O'Toole. "So, we wanted to take the opportunity to support our fellow chocolatiers and ask the nation to do the same. After all, it’s all for the love of chocolate.”