Cadbury has appointed integrated agency Weapon7 to develop a campaign driving awareness of their partnership with Make-A-Wish Foundation in the UK and Ireland. Cadbury has committed to support the magical wishgranting charity for children and young people with life-threatening illnesses over the next 3 years.
Weapon7 won the business following a pitch and will develop an integrated campaign launching in September encompassing a digital experience and on-pack promotion. Over the course of the next three years Cadbury will set about increasing public awareness of the charity and aims to inspire and facilitate increased public support.
The new site uses a Wish Workshop theme to play on the magic Cadbury at Christmas partnered with Make-A-Wish generates. The site revolves around characters, ranging from a racing driver to a teddy bear, building their star shaped wishes in the Wish Workshop. Cadbury’s ethical heritage is integral to the design.
Once the wish is complete, it is launched into the night sky, joining past wishes that have already been granted. Users are then encouraged to look through the showcased other wishes in the hope that they will connect with the charity’s cause. The partnership will be communicated across Cadbury’s selection range, advent calendars and on Snow Bites NPD; delicious milk chocolate balls in a dusted sugar shell.
Kate Whitehead, Brand Executive at Cadbury said: “This campaign will bring a little bit of the Cadbury magic to Make-A-Wish with the ultimate goal of raising both awareness and driving public support”.
Jeremy Garner, Creative Director, Weapon7 added: “We want to encourage a broader audience to discover for themselves the fantastic work of Make-A-Wish. Digital is the ideal way to provide people with that personal sense of discovery.”
For further information contact:
Jane Austin, Sam Solley or Gemma Collins at Persuasion Communications on 020 7485 4777, or firstname.lastname@example.org / email@example.com / firstname.lastname@example.org
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