Cadbury Dairy Milk rolls out campaign for Fairtrade Fortnight with MARS\Y&R
Cadbury Dairy Milk is launching a campaign with MARS\Y&R to promote the chocolate brand's Fairtrade certified products during Fairtrade Fortnight. The multi-channel campaign, targeting female grocery shoppers, will include in-store POS material and retailer magazines. Hortense Rothenburger, Cadbury Dairy Milk assistant brand manager at Kraft Foods, said: "When it comes to ethical in-store claims, shoppers don't believe that a single purchase will make much difference. “This new campaign aims to illustrate just how powerful the simple act of purchasing a Cadbury Dairy Milk can lead to something truly life-enhancing for someone else. MARS\Y&R's creative gets this message across clearly and in an engaging way, tapping into natural shopping behaviour and showing how simple it is to go Fairtrade." The campaign, which will also appear in selected cafés in support of Cadbury Drinking Chocolate, will aim to persuade the public to buy from the Fairtrade range. Paul Cope, business director at MARS\Y&R, added: "Shoppers are bombarded with ethical claims and ecolabels in-store, some of which they've heard of and some they haven't. It can be difficult to know who to trust, so shoppers tend to look out for the well-known 'lighthouse' brands like Fairtrade and the Marine Stewardship Council, to act as navigational shortcuts to help them do good when they're shopping."