CADBURY - A CHEER & A HALF
Cadbury is a major supporter of sport in Australia and New Zealand, sponsoring The Matildas, Wallabies, All Blacks and Hurricanes, alongside grassroots investment across both countries. We built on this commitment by evolving its iconic Glass and a Half platform into a message of encouragement, inviting fans across all codes to show support and generosity.
Wallabies 2023 Rugby World Cup
The Wallabies hadn’t had much luck since 1999. As their major sponsor ahead of the 2023 Rugby World Cup, we got fans to donate their lucky charms. In partnership with Glue Society, we stitched thousands of items into The Lucky Scarf, an attempt to create the world’s largest (and luckiest) charm.
We then unveiled the almost 20-meter scarf to the world at half-time of the Bledisloe Cup before sending it over with the team to the France World Cup.
Give A Cheer & A Half To Help Local Sports Clubs
Through an Australia and New Zealand-wide initiative, we called on chocolate fans to give their time or a bit of financial support to their local clubs. Working in partnership with Bulletproof we released ten limited-edition Dairy Milk blocks in each country, which featured on-pack QR codes where locals could access a directory of local, registered clubs where they could either donate or sign up to volunteer.
NZ 15”
