Cadbury in charity review

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 marketing ventures.

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

marketing ventures.



The move follows the end of a three-year commitment between the

partners.



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,’

said McKeown.



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

Children.



The charity has links with another 170 companies.



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