The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Cadbury Kraft

Kraft strives to translate brand loyalty into company love

Author

By The Drum Team, Editorial

September 13, 2010 | 2 min read

Kraft’s controversial takeover of Cadbury’s has left a sour taste in the mouths of chocoholics, but as people struggle to digest the British firm’s new American owners, it seems the international conglomerate simply wants to be loved.

Speaking to the Times Nick Bunker, president of Kraft Foods UK and Ireland, said: “People know and love our brands, bur not the company.”

Attempting to quell this love/hate relationship Bunker is spearheading a public relations drive which is seeing Kraft develop its use of Fairtrade certified cocoa from Ghana, a process which sees minimum pricing and premiums paid to farmers to fund local improvements.

It is an attempt to dispel residual angst in Britain over a reneged promise not to close a chocolate factory in Somerdale, and the subsequent closure of Kraft’s existing Cheltenham HQ. Bunker asserts that transforming the historic Bournville home of Cadbury into become a big research and development centre will offset this pain.

Acknowledging the responsibility of acquiring the Cadbury lineage sweet toothed Bunker said: “I grew up with Cadbury as well; I used to spend my pocket money on a Curly Wurly when I was young, so I have a connection to the brand.”

Cadbury Kraft

More from Cadbury

View all

Trending

Industry insights

View all
Add your own content +