Cadbury’s chocolate has been on the 3p radar for quite some time. We watched them struggle in 2008 with the fact that chocolate farms might disappear in 20 years due to unsustainable farming practices, and in 2009 we reported on their first forays into fair trade chocolate.
Coffee and chocolate consumption are the thorn in the sustainable blogger’s paw, since we rely on them to fuel our writing rampages, yet their production can wreak environmental and social havoc in the communities where they are grown. Supporting the fair trade movement is key.
Fair trade has its own dilemmas from a marketing perspective—if a company focuses too heavily on how much better fair trade products are than their conventional counterparts, consumers will be left wondering why the whole line isn’t fairly traded. Further, the fair trade story can come across as kind of a downer to your average light-green shopper who is just looking for an afternoon sweet treat. Cadbury’s has thrown all of these challenges to the wind with this ad campaign which celebrates the region where their fair trade chocolate is grown:
I love this ad because it gives consumers a feel-good reason to buy fair trade without the feel-guilty one.