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

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.