Cadbury has announced it is to reunite with BBC Children in Need for another year of its partnership, following last year’s £150k donation.
Once again, Cadbury is running an on-pack promotion, transforming iconic Cadbury Share Bags into Open Up and Share Bags, across its Dairy Milk Caramel Nibbles and Dairy Milk Buttons.
The chocolate maker will also donate £150k to BBC Children in Need to support the charity’s funded projects that help improve the lives of children and young people in communities across the UK.
Rising mental health issues, poverty, inequality and limited opportunities can all take their toll, leaving some children carrying burdens that feel too heavy to manage on their own. That’s why having someone to listen, support and believe in them has never been more important.
The charity fund dedicated people and project workers in local communities who help children “rise beyond challenges caused by poverty, unequal chances, mental and physical health difficulties, and home lives that aren’t safe or stable,” Cadbury said.
The campaign this year also features a personal insight from ex-footballer Ian Wright, highlighting how important opening up and sharing has been to him.
Retail support
As part of this nationwide call-to-arms, Cadbury recognises the vital role retailers - at the heart of local communities - can play in helping drive shoppers towards everyday moments of generosity.
From using relevant POS to raise awareness and drive donations to charity fun runs or in-store challenges, retailers are always finding ways to get involved for good causes and make a meaningful difference to those in need.
Charlotte Docker, Cadbury brand manager for Bitesize and Buttons, said: “Generosity has always been part of who we are, and this partnership is a powerful way to help turn everyday treats into something that can make a real difference.
“By transforming our much-loved share bags into Open Up and Share Bags, we’re giving shoppers and retailers an accessible way to support BBC Children in Need and the incredible project workers helping children and young people across the UK.”
The new campaign is being supported by a BTL campaign across social media and PR throughout September, October and November.
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