06 . 04 . 2012
When you think Easter, you think Cadbury, however not enough people knew how much good Cadbury did over this time through its charity partnerships.
In 2012 Cadbury planned to donate 2.5 million eggs to Australian charities and hospitals, including 1.5 million to Foodbank Australia, which provides food relief to over 3,500 organisations. Not only this but it again presented the Cadbury Easter Egg Hunt & Family Picnic with all proceeds going to the Good Friday Appeal.
We developed an integrated public relations plan to raise awareness of Cadbury’s goodwill over Easter as well as product placement for its new and existing Easter product range.
We worked closely with Foodbank Australia and the national hospitals Cadbury supported, to ensure all media opportunities were maximised. This included organising the Easter Bunny and well known sports people and celebrities for papers and TV news to cover the visits. We also organised exclusive interviews and stories with key media including Channel Ten’s The Project which featured Foodbank.
We also engaged TV personality Carrie Bickmore as the official 2012 Cadbury Easter Ambassador, and helped launch Cadbury’s Easter campaign at an event in Melbourne to media and key stakeholders, which also helped generate awareness of the charity donations.
To promote the Cadbury Easter Egg Hunt, we sent out media materials on all key elements of the event, including tickets on sale, which were sold out, and in the lead up. We also worked closely with local papers to set up picture opportunities at Werribee Mansion.
We achieved fantastic results for the Cadbury Easter Campaign, which included 58 pieces of coverage for the charity element alone. Highlight media included coverage on Channel Seven, Channel Ten and Channel Nine News, Channel Ten’s The Project, Channel Ten’s Breakfast, as well as The Age, Herald Sun, Nova, Sunday Herald Sun, Daily Telegraph to name a few.