At the beginning of the month, Cadbury announced the launch of its ‘A Cheer & A Half’ campaign, which seeks to promote local sports clubs throughout Australia and get more people involved in grass-roots sporting movements.
In addition to launching a $150,000 grant program to assist community sports and volunteers, Cadbury has released a limited-edition range of their classic Dairy Milk blocks to raise awareness of the issue. These A Cheer & A Half blocks feature Australian athletes and sporting moments, including Adam Goodes, Ash Barty, Daisy Pearce, Cedric Dubler, Mark Taylor, Sam Bloom, Simon Clarke, the Commbank Matildas, and The Wallabies.
“Sadly, in recent times, some clubs have experienced a lack of volunteers and funding, and now some are at risk of closing their doors. That’s why Cadbury is giving A Cheer & A Half by getting behind local sports clubs,” the brand wrote on its website announcing the campaign.
They continued, “And we need your help. There’s a role for everyone to play.”
According to research done by the Australian Sports Foundation (as part of the Impact of COVID-19 on Community Sport, Survey Report), 42% of local sports clubs don’t have enough volunteers.
Vice president of marketing for ANZ Mondelez International, Cadbury’s parent company, Paul Chatfield told inside FMCG, “By sharing these stories with Australian families, we hope to inspire generosity amongst the community, show the power of connection through sport, and encourage people to get more involved with their local sporting clubs.”
The brand hopes to get more Australians involved in giving back to their local sporting clubs and creating a closer sense of community.
“We can’t have community support without a community,” the company said.