Posted: Nov 26, 2010
Cadbury and INITIALS Make-A-Wish tour
Cadbury has launched its new Wishes chocolate star with a ‘Willy Wonka meets Santa’s grotto’ style experiential campaign. Designed, produced and delivered by INITIALS Experience, the Cadbury Wishes Workshop will visit 9 cities and shopping centres across the UK in November and December. Chocolate lovers are invited to try their chosen mix of Cadbury treats and invent their most magical chocolate wish as part of a nationwide competition.
As well as giving everyone the chance to choose and taste their favourite chocolate mix selection and strike a pose for a personalised Cadbury Wishes photo, the campaign also highlights the amazing work carried out by Make-A-Wish Foundation. 10% of all Cadbury Wishes profits are being donated to Make-A-Wish, Foundation the charity that grants who help grant magical wishes for children and young people with life-threatening illnesses.
Joanna Grice, head of marketing – Giving & Seasonal at Cadbury, said: “It's great to be reaching out to our consumers this year with a delicious new product and an inspiring charity to support. We feel the Cadbury Wishes Workshop is the perfect representation of the Magic of Cadbury at Christmas and we’re very excited with the results.”
Chris Wareham, Head of INITIALS Experience, said: “We wanted to highlight Cadbury's status as the market leader by creating something that celebrates the magic of Christmas but in an original and quirky way. It's fantastic to see the Cadbury Wishes Workshop looks as magical in the flesh as it did as a concept.”
The tour kicked off on the 11th of November, supported with a media, local press and digital campaign.