Cadbury Schweppes has invited charities to pitch for the right to
be associated with the company as it reviews its six-year-old tie-up
with Save the Children Fund - one of the UK’s biggest cause-related
The move follows the end of a three-year commitment between the
Clare McKeown, head of corporate development at Save the Children, said:
’It’s quite common after that time for large corporations to take a new
look at their cause-related marketing activity.’
However, McKeown would not comment on which charities the confectionery
giant is in discussions with.
Cadbury’s options are to retain its existing partnership with the
children’s charity, to take a new charity on board, or to spread its
sponsorship over several charities. ’Corporations will usually have a
primary charity and a considerable number of secondary relationships,’
Until 1992, Cadbury supported several charities at the same time, but
since then has worked exclusively with Save the Children.
Cadbury has raised more than pounds 1.5m for Save the Children - far
more than the obligatory pounds 100,000 a year.
Its most high-profile work is its sponsorship of the Cadbury
Strollerthon, a mass-participation sponsored walk in London organised by
the joint beneficiary, One Small Step.
In 1996, the Strollerthon raised more than pounds 200,000. Cadbury also
sponsored Save the Children’s 75th birthday TV ad, featuring the
Princess Royal, and a special birthday coin promotion.
Cadbury is one of 30 core companies associated with Save the
The charity has links with another 170 companies.