Cadbury Australia is shining a light on icons and famous moments in sport with the release of special-edition Dairy Milk blocks, as part of its ‘A Cheer & A Half’ campaign, encouraging support for local sporting clubs via donations and volunteering.
Through the nationwide initiative, Cadbury is calling on chocolate fans to give their time or a bit of financial support to their local clubs.
Ten new limited-edition Dairy Milk blocks will be available as part of the campaign, which were designed by Bulletproof and the wrapper manufactured by Amcor.
Through the featured on-pack QR code, Aussies can access information about the campaign and how they can get involved to support it. Scanning the QR code gives access to a directory of local, registered clubs where they can either donate or sign up to volunteer.
With almost half (42%) of local sports clubs unable to source enough volunteers to remain viable, according to an Australian Sports Foundation report, Cadbury says it is on a mission to increase volunteer numbers to help preserve the future of sport in Australia.
The athletes featured on the packs have been chosen because they embody the spirit of generosity both on and off the field, and includes:
- Adam Goodes ‘Leader’: scoring the match-winning goal while dealing with a torn knee ligament.
- Ash Barty ‘Inspiration’: for donating her international trophies to her junior tennis club to inspire them to win their own.
- Daisy Pearce ‘Respect’: recognised for being one of the most respected pioneers of women’s football, and for paving the way for women to return to top-level sport post pregnancy.
- Mark Taylor ‘Legend’: for ending the second day of a 5-day test against Pakistan with 334 runs not out to match Don Bradman’s record, not surpass it.
- Cedric Dubler ‘Mate’: cheering on his mate to a bronze medal finish at the 2020 Olympic Decathlon.
- Sam Bloom ‘Courage’: becoming a 2x World and Australian Para-Surfing Champion, despite being paralysed from the waist down, showcasing the power of courage in the face of adversity.
- Simon Clarke ‘Sportsman’: helping a fellow Aussie replace his punctured tyre while competing in the final stretch of a road race in 2015.
- Commbank Matildas ‘Team Spirit’: choosing to display the Aboriginal flag as a sign of unity at the 2020 Olympics.
- The Wallabies ‘Purpose’: recognising their purpose in 1908 as never taking a backwards step, after the UK press nicknamed them the team ‘The Rabbits’.
Local sporting clubs have provided the foundation for these moments, and Cadbury Australia believes it should be doing more to support them.
“Through our specially designed limited-edition packs, we are celebrating some of Australia’s most inspiring and generous moments in sport,” said Paul Chatfield, vice-president, marketing ANZ, at Mondelez International.
“By sharing these stories with Australian families, we hope to inspire generosity amongst the community, show the power of connection through sport, and encourage people to get more involved with their local sporting clubs. Now, more than ever, sporting clubs need our help to fuel the future of sport in Australia.”
Given Cadbury Australia’s connection with the community, and long and proud history supporting Australian sport, the campaign acts as an extension of the brand’s commitment to the nation’s passions.
Expanding its long history of supporting and partnering with the Australian Olympic Committee, and existing 5-year partnership with Rugby Australia, including the Wallabies and Wallaroos, as well as partnerships with the Hobart Hurricanes, Commbank Matildas and AFLW, Cadbury will further cement itself as a key partner of Australian sports.
As part of the campaign, Cadbury will be launching a $150,000 grant program that will further assist community sports and volunteers.
Details around the program and how Aussies can get involved will be shared in the coming weeks. For further information on the ‘A Cheer & A Half’ campaign, click here.
