CADBURY ‘THE LITTLE GENEROSITY SHOP’
Purpose-driven campaign
The Brief
Cadbury believes that there’s a glass and a half in everyone. It’s the glass and a half of generosity that you’ll find in every one of their chocolates, and that very same generosity is found in the heart of every South African. In 2019 we were tasked with changing the brand positioning from joy to generosity.
The Solution
So, when we discovered that millions of orphans across South Africa had never known the pleasure of owning their own toy or book, we gave South Africans the opportunity to change that. So, we opened The Little Generosity Shop. A pop-up shop where the only currency accepted was generosity. We opened our doors and South Africans opened their hearts – donating preloved toys, books and games, and their compassion was rewarded with a bar of Cadbury Dairy Milk. These toys were then donated to orphans all over the country. South Africans helped us prove that there truly is “A glass and a half in everyone”.
South African celebrities and influencers got involved and encouraged South Africans to be generous.
Awards and Recognition
Purpose-Led Marketing Award at the Marketing Achievement Award* - 2021
*A South African award show that celebrate the marketers and brands who have promoted the value of marketing in driving strategy and business growth.
Credits
Client: Mondelez
Agency: Ogilvy Johannesburg
CD: Terry McKenna, Anneke King
Creative Lead: Marion Bryan
Creative Team: Suzanne Jenner, Steph Van Niekerk and Hazel Davies
Illustrations: Marina Le Roux
Strategist: Gabi Bernstein
Business Unit Director: Firdous Osman
Account Manager: Dan Ismail
Partner agency: VCCP, Wunderman Thompson (social)