We have worked with Cadbury owners, Mondelēz International, for nine years helping to support an extensive CSR programme. Our role involves communicating the great work that Mondelēz carries out in the community across all of its sites in the UK through positive media coverage.
Last year, Mondelēz International was approached by Cadbury-fan, Gillian Cocks, who wanted to donate to them an extensive collection of Cadbury memorabilia dating back to the turn of the century. In exchange for the collection being curated and displayed at Cadbury World as The Gillian Cocks Collection, Mondelēz International donated £5,000 to a Gloucestershire-based charity chosen by Gillian called We All Matter.
Recognising that this heart-warming story had the potential for some impressive media coverage, we arranged a meeting and visit to Gillian’s home. Impressed by her collection of chocolate tins, boxes, mugs and retro advertising signs, we set about arranging photography with Gillian’s permission and started to sell the story in to our database of press contacts.
Straight away the media showed an appetite for the story and, working alongside the Press Association, we secured coverage 156 pieces of regional and national coverage – including five broadcast – with a combined reach of over one billion. Highlights included coverage on BBC Online, the i newspaper, ITV News, Daily Mail and the Daily Star.
With its positive human interest angle, the story enabled us to reiterate key messages about the Mondelēz International brand and its amazing work in the community, as well as provide extensive coverage for our client, Cadbury World.