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Co-marketing for the love of chocolate

Times of crisis are always an opportunity to show our best, and throughout the pandemic we have witnessed several successful co-marketing campaigns. 

The most recent case is that of the multinational chocolate company Cadbury, which, aware of the difficult moment that British artisan chocolate producers are experiencing, launched the “For the love of chocolate” campaign.

The brand explained that the initiative was motivated by the large number of stories about the difficult situation that independent retailers in the United Kingdom are facing. 

ven Couchette, the store next to Cadbury in Birmingham, had to close after 18 years on the market. “We couldn’t just sit back and do nothing while  Antarctica Email List they fight,” said Colin O’Toole, associate director of marketing for Cadbury in the UK and Melendez in Ireland.

Long periods of lockdown, combined with the UK’s departure from the European Union, have hit small businesses. A study by Local Data Company (LDC) estimates that in 2020 some 11,000 stores closed their doors in the main commercial areas of the country, and this year some 18,000 more stores could join the bankruptcy ranks, according to the company analysis specialized in retail . 

In this context, the strategy is to offer six British retailers an e-commerce platform to market their products. The pilot test was launched at the beginning of this month of May and was a success: in just 22 minutes, the 2,000 pieces of artisanal chocolate offered were sold out.

To optimize the costs of the advertising campaign, Cadbury opted for a reissue of the piece ‘Mom’s Birthday’, made by VCCP, in which a girl seeks to pay for a chocolate bar with a couple of buttons and small toys.

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A campaign like this, with advertisements on television, national and local press, and social networks would require an investment of $ 700,000. In addition, the multinational will absorb the cost of shipping.

In addition to supporting these small producers, Cadbury pays tribute to the art of making chocolate with a nod to its origins in 1824, in Birmingham, in the same grocery store started by John Cadbury himself.

These successful examples of co-marketing confirm that these are win-win strategies,  Buy Leads as Cadbury improves its brand positioning and reputation, while artisan chocolatiers venture into a new marketing channel, broaden their reach and guarantee their survival. .

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