2024 Impact Awards winner: Mondelēz Canada

To help combat food insecurity in Canada, the Cadbury Generosity Campaign aims to make a meaningful impact by supporting food banks and providing a way for all Canadians to give back to the worthy cause. 

The initiative reinforces its brand purpose—represented by the tagline “There’s goodness in everyone”—by translating it into tangible actions with a multi-faceted approach, including in-store promotions and online initiatives. 

In stores, Cadbury pledged $100K to food banks and encouraged customers to double the donation by purchasing designated Cadbury products. 

Additionally, a limited-edition Cadbury Goodness Bar introduced online invited consumers to donate anywhere between $10 and $1,000 with Cadbury matching dollar for dollar funds to be donated to Food Banks Canada. 

The campaign yielded impressive results, raising $300K for Canadians in need. Team members were engaged through collaborative efforts to execute the campaign, including designing in-store displays and creating promotional materials. 

Mondelēz Canada employees were invited to volunteer at local food banks. Shoppers were engaged through compelling messaging, inviting them to contribute to a worthy cause simply by purchasing Cadbury products. 

Moving forward, Cadbury plans to continue its support for food banks with ongoing in-store promotions and future impact initiatives, inspired by the success of the Cadbury Generosity Campaign.