Mondelez International’s Cadbury has launched a heartwarming initiative in solidarity with the people of Türkiye and Syria who were affected by the recent earthquake. In partnership with Ogilvy Singapore, the chocolate brand has listed broken chocolate bars for sale on the eCommerce platform Lazada. The aim is to encourage online shoppers to donate towards earthquake relief efforts, while also providing them with a simple means to make a difference.
A New Way to Make Donations
By listing broken chocolate bars online, Cadbury is providing an additional channel where donations can be collected. When shoppers purchase a broken bar, they will not receive a physical product. Instead, Cadbury will match-fund the prices paid by the shoppers, doubling the total contribution. All proceeds will be donated to The Singapore Red Cross to support their Türkiye-Syria earthquake relief effort.
Supporting a Great Cause
Starting from March 13, 2023, shoppers can check out the broken chocolate bars and support the earthquake relief efforts in Türkiye and Syria. Nikhil Rao, VP of marketing at Mondelez International, expressed his hope that the small acts of generosity from the initiative add up to something meaningful and make a difference to those in need.
A Creative Way to Give Back
Nicolas Courant, chief creative officer at Ogilvy Singapore, shared that the initiative is based on Cadbury’s belief that people are innately generous. The partnership with Ogilvy Singapore aims to tap into the moment when people seek instant gratification and pleasure, such as shopping online. By doing so, it becomes an opportunity for them to make a small sacrifice and give to those who need generosity the most.
Acknowledgment and Appreciation
Eileen Cher, assistant secretary general (corporate) of the Singapore Red Cross, expressed her gratitude towards Mondelez and Ogilvy Singapore for their support towards their humanitarian response in Türkiye and Syria. Their initiative helps bring hope and assistance to communities that were affected by the earthquake.
Global Content Production Remit
Meanwhile, Mondelēz International also recently handed part of its global content production remit to WPP and Publicis Groupe from S4 Capital, as part of its ongoing efforts to strengthen its marketing strategy.
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Cadbury’s broken chocolate bars are not only a delicious treat, but they also serve as a means for people to give back to those in need. By partnering with Ogilvy Singapore, Cadbury has created a creative way to encourage people to donate towards earthquake relief efforts in Türkiye and Syria. The initiative is a testament to Cadbury’s commitment to making a positive difference in the world.
