Cadbury #ForTheLoveOfChocolate campaign backs local retailers

Cadbury has worked with VCCP on the launch of a campaign, #ForTheLoveOfChocolate, that calls on Brits to support high street chocolate shops during the coronavirus outbreak.

Cadbury is encouraging consumers to forego buying a bar of Dairy Milk, and instead opt for chocolate from an independent retailer.

At the heart of the campaign is a partnership with six indies across the country including Hill Street in Essex; Chouchoute in Birmingham; Choc on Choc in Bath; Melange in London; Cocoa Amore in Leicester and Cocoa Cabana in Manchester.

Running for two weeks, the campaign will play out across TV, YouTube, OOH with an activation on Cadbury Gifts Direct as well as a shop activation in Birmingham.

Cadbury will re-work its TVC ‘Mum’s Birthday’, and will feature Chouchoute’s branding instead of its own.

Cadbury’s e-commerce site will also push consumers to the six aforementioned partners as well as encouraging people to try their chocolate for free on 4th May at 12pm.

The company will donate almost half a million pounds of OOH and DOOH advertising space outdoors near each independent shop location, as well as digital spend.

Colin O’Toole, Associate Director of Marketing for Cadbury UK and Ireland at Mondelez, says: “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.”

“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.”