Campaign shows Mars' sustainability

Mars, one of the biggest cocoa manufacturers in the world, turned into a leader in sustainability. Mars jointly campaigned with Solidaridad to create awareness for this partnership and to promote sustainable cocoa in the Netherlands.

Target

To expand sustainable initiatives in the cocoa/chocolate industry by communicating the good example of Mars. To raise public awareness and funds for the work of Solidaridad.

Reason

The strongly expanding work of Solidaridad needs ever growing financial support. Fundraising in cooperation with partner companies serves two goals: it gives attention to the common projects of Solidaridad and its partner companies, and it raises private funds for Solidaridad.

Activities

•  Joint advertising campaign in 7 million copies of newspapers and magazines.
• 260.000 letters with request for donations.
• The campaign is part of the development of a broader partnership, including amongst others exchange of Mars staff to support Solidaridad´s office in Ivory Coast.

Results

• 6.000 donations were received, including 1400 new addresses.
• Positive feedback from cocoa sector on the campaign.

Facts

Advertisements in 3 national newspapers; insert letters in 1 newspaper and 3 magazines.
Target group: conscious women shoppers.
When: December 2009
Budget: € 40.000