Cadbury and Age UK to share inspiring stories on Dairy Milk bars
Initiative is next step in Donate Your Words campaign
Mondelez is starting the next stage of its Donate Your Words campaign on its Cadbury Dairy Milk bars in partnership with charity Age UK.
The partnership sees new limited-edition bars with minimal packaging featuring true stories from older people, encouraging the rest of the population to reach out to the elderly as lockdown restrictions are eased.
The bars are available now and will be replacing regular Dairy Milk bars in single and tablet form for the month of April.
It is the second iteration of the brand’s partnership with the charity. In September 2019, Cadbury removed the text from its packaging to highlight loneliness among the elderly.
Pippa Rodgers, brand manager at Mondelez, said: “To be featuring the Donate Your Words campaign across 10 million Cadbury Dairy Milk bars is both exciting and fitting, as we look for more impactful ways to support this important mission.”
Laurie Boult, fundraising director at Age UK, added: “The latest edition of the Donate Your Words bars will remind us all of the interesting and insightful stories many older people have to share.
“We’re encouraging retailers to get behind the campaign by stocking up on the unique bar and by reaching out to talk and listen to the older people around them. It can really make the world of differen.ce”
All the latest product news, launches and special promotions for the independent retail sectorProduct news
This article doesn't have any comments yet, be the first!
Register to comment and get exclusive content and subscribe to the online and print versions of Retail News.Become a member