Cadbury’s sweetest treat yet

The only thing sweeter than chocolate is an action of kindness, and that’s what Cadbury aims to do with their new campaign, Donate your Words, in accompaniment with VCCP.

The brand opened up a shop, but with included a unique twist, no price tags only a request for acts of kindness. They teamed up with Age UK to bring awareness to the UK’s loneliness epidemic, where nearly 1.4 million older folk suffer from loneliness. Anyone in the store could purchase whatever they wanted as long as they promised to carry out the action on the tag, which could be as simple as talking to an older person at the bus stop or giving a phone call to an older relative. 

Dan Colley, executive creative director at VCCP Retail, said, “Loneliness in older people is something that can be prevented simply by taking a moment to talk to the people we see every day, but don’t necessarily speak to. This retail activation has helped to trigger those conversations by giving people the items they want in exchange for a pledge or promise of a chat. It feels good to have done some good with a wonderful charity and a brand with generosity at its heart.” 

Cadbury has even taken it a step further by donating 30p from every purchase to Age UK, inspiring people everywhere to be a little bit more kind and generous with big and small actions.