BACKGROUND
Cadbury Dairy Milk is targeting female grocery shoppers in the UK with a push encouraging people to purchase products from the Cadbury Dairy Milk Fairtrade range.
INSIGHT
When it comes to ethical in-store claims, shoppers don’t believe that a single purchase will make much difference
ACTION
The MARS\\Y&R creative delivers a simple, two-step call to action in support of Fairtrade Fortnight: buy Cadbury Dairy Milk it and then eat it. The ‘step’ device mirrors this year’s Fairtrade campaign, “Take a Step for Fairtrade”, while in-store poster visuals fuse the iconic Cadbury Dairy Milk purple with an illustrative style that evokes traditional Ghanaian sign painting.
RESULT
Not Available
