The brand-building partnership 100 years in the making

When Cadbury’s Tasmanian factory celebrated a century of making chocolate, Mondelēz turned to news media to help spread the message. VP of Marketing ANZ Paul Chatfield explains why it was the right fit for the brand.

For the past 100 years, Mondelēz brand Cadbury has been making its famous chocolate at the Claremont factory in Tasmania. The first factory established by the brand outside of the UK, over the years, generations of Tasmanian families have worked there creating a rich history and connection.

As the 100th anniversary approached, Paul Chatfield, VP Marketing ANZ, Mondelēz International, and his team saw it as a golden opportunity to celebrate the brand’s Australian history. Rather than selling chocolate bars, this would be an exercise in brand building 100 years in the making.

Chatfield said: “We looked at how we craft these messages in this campaign. We’re in a place where we have been looking inward for authentic storytelling opportunities.”

To bring these messages to life, Mondelēz partnered with Nine developing an integrated campaign that rolled out across editorial as well as video content and traditional advertising placements in print and digital news environments.

Two factors guided the decision to partner with news for the campaign: reach and context.