Cadbury is embedding charity into its chocolate, gum and candy sales again. Launching today, its One For Me, One For You promo gives consumers the chance to win anything from instant prizes up to one lucky participant’s $100,000 grand prize winnings – and the opportunity to give another $100,000 to the charity of their choice.

Designed by The Hive, the campaign involves 15 global and local charities spanning the environment, animal welfare, health, and other causes. Targeting the 25- to 34 demo and running through Nov. 8, the effort invites consumers to visit one of two mirroring URLs, www.oneforme.ca or www.oneforyou.ca. By entering a UPC code from any participating Cadbury confectionery product, instant prizes are shown through graphics that, when scrolled over, describe what’s in it for ‘ME’ and what’s in it for ‘YOU’ (the charities).

To get the word out, media handled by Cossette includes online display ads, pre-roll vids and point of purchase displays across retail, and Metro print ads in major cities across Canada. PR for the campaign is being helmed by Strategic Objectives. 

‘The message behind One for Me, One for You lends itself really well to these types of media,’ Cadbury senior marketing manager Aditi Burman tells MiC. ‘Our target demo lives online and Canadians have among the highest viewership of online videos in the world, due to high broadband penetration.’

For each of the 200 instant prizes won, Cadbury makes an equal donation to the participant’s chosen charity. Charities eligible for the $100,000 grand prize draw include The David Suzuki Foundation, The Canadian Foundation for AIDS Research, The Canadian Cancer Society, The United Way of Canada, The Humane Society of Canada, The Make-A-Wish Foundation of Canada, World Vision Canada, Opération Enfant Soleil, CARE Canada, Tree Canada and UNICEF.