The Little Generosity Shop marketing campaign, created by Ogilvy for Cadbury Dairy Milk South Africa, was recently awarded the Purpose-Led Marketing Award at the Marketing Achievement Awards.
The Marketing Achievement Awards identify marketers and brands who have supported the importance of marketing in driving strategy and business development.
The ‘Little Generosity Shop’ was created to bring attention to the plight of orphans in South Africa who lack access to toys, books, and games. It also aims to show how, with a little generosity on our part, we can all make a significant difference.
Marketing director at Modelez International (owners of Cadbury) for Africa, Nadia Mohamed, said, “‘The Little Generosity Shop’ is one of the first campaigns that we launched to showcase Cadbury’s new positioning of ‘generosity’, moving away from the previous positioning of ‘joy’.”
“Generosity is more than a marketing campaign; it’s a perception shift that had to take root in the hearts of consumers to affect positive change. The Cadbury brand’s traditional rhetoric has been replaced with a tangible touchpoint that taps into the ethos of the moment, which is kindness,” she adds.
Through ‘The Little Generosity Shop’, Cadbury raised over 100 000 toys, books, and games in its first year, and has since strived to inspired its social mission of igniting a love of reading in children under 10 years old.
Cadbury collected over 100,000 toys, books, and games in its first year through ‘The Little Generosity Shop,’ and has since worked to inspire its social goal of instilling a love of reading in children under the age of ten.
“Generosity is a message that is founded from Cadbury Dairy Milk’s brand promise — ‘a glass and a half of milk in every pound of chocolate’. The idea is that, just like their ingredients, there is a generous, giving spirit in every one of us,” adds Barnes.
Mohamed says, “Cadbury, as a brand, is all about goodness, and how the brand shines a light on the generosity of others. One of our three anchoring values as a business is to do what’s right, and at the heart of this lies our goal to become more consumer-centric in our marketing efforts. Relevance and resonance are guiding lights — particularly when trying to tap into the modern currencies of kindness and sustainability.”
Managing director at Ogilvy Johannesburg, Tracey Edwards, said “As an agency partner, we believe in creative excellence (giant ideas) that drive giant growth for brands. ‘The Little Generosity Shop’ is a remarkable piece of work; the success of the campaign speaks volumes.”
“We’re excited to extend the concept of ‘generosity’ this year, through more impactful brand storytelling. Well done to Mondelez and the Ogilvy team for the outstanding achievement,” She added.