Cadbury Right To Play
Cadbury asked HPM to address 2 key objectives for the Q1/Q2 2010 national sales promotion campaign:

  • leverage multi-brand sales with a values-based theme
  • create a presence at the 2010 Winter Olympic Games
HPM engineered a partnership with leading humanitarian organization Right To Play and created a promotion that invited consumers to participate in fundraising that would empower the delivery of life lessons in disadvantaged parts of the world including Ghana where much of Cadbury’s raw material originates.
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Michael helped build a promotion for Cadbury that leveraged the star power of Right To Play Ambassadors to create traction with trade customers for a promotion called Power Play, Play Power.  Joe Sakic, Joe Thornton, Zdeno Chara, Luc Robitaille and Hayley Wickenheiser were part of this innovative campaign.

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Free-standing retail display

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The Cadbury sponsored Right To Play tent at the Vancouver Winter Olympic Games attracted over 100,000 visitors over the 17 days of the Games.

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Cadbury donated $350,000 to Right To Play.  Each UPC code redeemed equated to the cost for Right To Play to deliver one life changing play lesson overseas.

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Consumers were given a chance to win a unique travel prize – a trip with Hayley to Africa to join her in doing humanitarian work for Right To Play.

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