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Chocolate Marketing Campaign to UK School Children


The chocolate manufacturer Cadbury is launching a £9m campaign to encourage children to buy 160m chocolate bars, containing nearly 2m kg of fat, to trade in for "free" sports equipment for their schools. The initiative is supported by the UK government because ’it will help to tackle obesity’.

- The Guardian

Last modified on July 9 2003.

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24 October 2003 15:48, by Francois Henderson

> Chocolate Marketing Campaign to UK School Children

Excuse me? Children go and buy loads of chocolate. They then trade them in for free sports equipment for their schools.

Great! Cadbury’s the good guys concerned for our nations youth have hit upon this great idea to dramatically increase their product awarness, and get loads of kids to buy the product.

Isn’t there going to be a strong temptation to eat the bars along the way? Oh well, never mind we’ll just go back to the shop and get another one.

Oooops, that chocolate sure looks delicious, maybe one or two bites. Oh! never mind, we’ll get some more.

Schoolchildren everywhere, buy Cadbury’s delicious full fat chocolate. DON’T GET TEMPTED NOW."

And after the campaign is over, a lot more kids will know all about how fattening chocolate is. Those freebie sports accessories will be sorely needed.

Hey Cadbury’s what about a low fat bar? That might do more for their health. You know, like one of those delicious cerial crispy snack bars such as Traidcraft’s Geobars.

Lower in calories, and made from ethically sourced ingredients.

Regards

Francois Henderson Trade Campaigner for Hemel Hempstead and district Friends of the Earth

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