Cadbury is replacing Freddo with images of real-life endangered frogs on its chocolate packs to educate Australians about frog species in the country nearing extinction. The packs will feature augmented reality for consumers to view interactive videos and fact sheets about the frogs from their smartphone.
Critically endangered frogs, including the spotted tree frog and the southern corroboree frog, will take the spotlight on Cadbury Dairy Milk Freddo packs across Australia and New Zealand from February in 15g, 35g and 200g share-pack sizes.
Australia is ranked as the fourth worst country for animal extinctions, according to the International Union for Conservation of Nature, with the recent bushfire crisis resulting in further habitat loss, as well as increasing the risk for endangered frog populations.
Along with the awareness campaign, Cadbury has also said it has entered a three-year, $600,000 commitment to support key project partners, Zoos Victoria and Conservation Volunteers Australia, in habitat restoration, animal protection and construction of a dedicated breeding bunker at Healesville Sanctuary.
“We’re so proud to be able to work with these frog experts to deliver programs that will give these endangered species a chance to repopulate and flourish,” said Cadbury Dairy Milk Freddo marketing manager Katrina Watson.
“It’s a long-term commitment to ensure the projects can deliver real outcomes for the survival of these amazing animals.”
For more information on Cadbury’s partnerships, as well as what is being done to help save endangered frogs, visit learn.freddofriends.com