It’s 2023, and food insecurity in Canada has become un-ignorable. Food bank traffic has surged an astounding 60%, with line ups snaking around the block. But despite all the media attention, it’s a problem most Canadians feel powerless to stop.
As a brand that’s all about goodness, Cadbury knew a little generosity could go a long way. So we partnered with them to create the Cadbury Goodness Bar: a limited-edition, 200g version of the original where 100% of the proceeds go to Food Banks Canada, along with a matching donation from Cadbury. The twist? You set the price.