Cadbury isn’t just limiting it fun and games marketing approach to its mega London 2012 Spots vs Stripes initiative – it is also involved in community-based, eco-focused events.
A recent example of this lower key, family-fun style approach to partnership experiences sees the chocolate brand link up with the National Trust (NT) to run Easter Egg Trails focused on family togetherness and bringing back the magic and mystery of Easter.
Cadbury also offered up extra fun and games with space hopper and egg and spoon races and kids received Cadbury Egghead Easter Eggs on trail completion. Advertised on-pack (well on-egg) and at a dedicated website, there are more than 200 trails across NT properties throughout the UK.
This is just part of the brand’s wider commitment to backing the National Trust, which includes a £200,000 donation and its Ancient Tree Survey with aims to map 44,000 old and precious trees on National Trust Land.
This event is part of a wider partnership focused on Cadbury’s ‘Purple Goes Green’ environmental programme. It also helps to push new production policy which sees all Cadbury Easter Eggs carry a recycling symbol and Cadbury have reduced the amount of packaging across many of their products. This reduction will save over 247 tonnes of plastic and 115 tonnes of cardboard – an equivalent of nearly 2,000 trees!
Comment:
The focus on simple games to drive participation across all age groups shows how Cadbury is connecting its activation together across all of its sponsorship initiatives. Joined up thinking provides a clearer position in the minds of consumers.
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