The Contenders
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Cadbury Fundraising

• Discovery & Insights • Brand Strategy • Brand Identity • Brand Guidelines • Packaging Design • Brand Application

"The Contenders did a fantastic job in creating a new visual identity and brand re-positioning for Cadbury Fundraising. The team were tireless in their efforts to understand the brand and consumer, and as a result created a new brand look and feel that was synonymous with community and the non-profit world, whilst harnessing the heritage and personality of the Cadbury masterbrand.”

Brand Manager - Cadbury Fundraising, Digital & Social

 Cadbury Fundraising is famous in Australia and New Zealand for pioneering the chocolate fundraising business model to help individuals and organisations reach their fundraising goals.

Cadbury Fundraising is famous in Australia and New Zealand for pioneering the chocolate fundraising business model to help individuals and organisations reach their fundraising goals.

 With government and societal pressures unfolding, there was an opportunity to shift fundraising communication from school and children’s sporting events, to an adult and community focus.

With government and societal pressures unfolding, there was an opportunity to shift fundraising communication from school and children’s sporting events, to an adult and community focus.

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 Our task was to leverage the famous Cadbury brand and reposition Cadbury Fundraising to speak to community in a modern way with a brand strategy and creative rollout that captured their philanthropic spirit.

Our task was to leverage the famous Cadbury brand and reposition Cadbury Fundraising to speak to community in a modern way with a brand strategy and creative rollout that captured their philanthropic spirit.

 Inspired by sharing and giving, the positioning needed to represent the spirit and heritage of Cadbury Fundraising in Australian communities; celebrating the joy of human connection.

Inspired by sharing and giving, the positioning needed to represent the spirit and heritage of Cadbury Fundraising in Australian communities; celebrating the joy of human connection.

 The concept leveraged the existing Cadbury masterbrand while modernising the Cadbury Fundraising identity, using bunting to signify the celebration of the local communities, their partnerships and their purpose.

The concept leveraged the existing Cadbury masterbrand while modernising the Cadbury Fundraising identity, using bunting to signify the celebration of the local communities, their partnerships and their purpose.