CADBURY CERTIFIED FOR ALL

Australia is one of the most culturally diverse countries in the world. Despite this, a vocal minority is spreading racial hate. The hate spilled onto Cadbury’s social pages and in the last year alone, they received thousands of racist and xenophobic messages because of their Halal certification. So we decided to respond to all the hate around the Halal symbol, with a new symbol of inclusivity.

+32m people reached in 3 weeks

+62m impressions across 15 countries

+30% decrease in negativity around Halal

+11m unique social reach