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.
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.
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.