Cadbury - Yours for 200 Years
Tin Man
Client: Cadbury
The 200th anniversary was an important milestone for the brand and an opportunity to give back to those who have contributed towards its success over the last two centuries. Externally, celebrations included a huge TV and advertising campaign, community events, competitions, giveaways and parties up and down the country. But one part of the plan was missing - the people behind the business. We needed to ensure that the employees - those surrounded by chocolate, and the brand day in, day out - felt special and celebrated too. The last few years have been difficult for many businesses and Cadbury was not alone. Feelings of pride and belonging amongst its 3,000 employees nationwide had started to dwindle. This was an opportunity for Cadbury to emotionally connect with employees, reignite the passion, and remind them why it’s such a special place to work. We embarked on one of the most ambitious employee engagement programmes possible - a seven week roadshow visiting eight locations and engaging thousands of employees. What resulted was an emotional, epic chocolate-filled roadshow for the entire Cadbury family across the UK, that celebrated 200 years of heritage, innovation and most importantly the people behind Cadbury. We engaged over 3,000 employees and delivered a 92% attendance rate.