We chose story-doing rather than traditional story-telling.
We introduced Donate Your Kit to New Zealanders, a drive that let you donate all kinds of sports kit to Kiwi kids in need. We launched with activations at Britomart and Civic Square and set up over 150 Donate Your Kit Lockers in sporting venues and clubs throughout New Zealand, delivering visible community impact of Cadbury’s ongoing generosity with over 85,000 items of kit donated over the campaign period.
Reached 30,000 Kiwis from footfall traffic across 2 launch activations
1021 items donated at launch events
Donations, redistributed via Kids Can to low decile schools
Positive brand sentiment grew from 39% to 96% over campaign period