Cadbury uses fans to give Paralympic team a sweet send off

Cadbury has worked with sports fans to give Australia’s Paralympians bound for the games in a Rio a huge send-off.

Paralympic team captains Kurt Fearnley and Daniela Di Toro

Paralympic team captains Kurt Fearnley and Daniela Di Toro

With the Paralympics taking pace immediately after the Olympics, Cadbury launched a consumer marketing campaign earlier in the year urging Australians to get behind the team.

The promotion used digital channels for fans to show their support, with the results collated and published in a special edition book handed to each athlete at a ceremony in Sydney.

More than 5,000 messages of support were sent during the campaign and Cadbury has also donated $1m to support para-sport in Australia.

Lauren Fildes, head of strategic partnerships and events at Cadbury, said the messages came in many forms.

“Australia has really come together to get behind the Australian Paralympic Team,” Fildes said.

“We were overwhelmed by the response from Australians eager to share their special messages with our para-athletes, and give them an added boost before they head to Rio.”

Messages from fans ranged from the tradition chant of “Aussie, Aussie, Aussie, oi, oi, oi!” to a chocolate inspired chant: “It will be a rocky road and no Picnic, but give it a Twirl to get the Old Goldand it will be all Roses, with a Time-Out to Boost”.


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