Sweet Support: How Cadbury Is Sticking It to Hunger This World Give Day

This World Give Day (May 4), Cadbury is proving that a little chocolate can go a long way. In response to Canada’s growing food insecurity crisis, the beloved brand has launched the “Let’s Stick it to Hunger Together” campaign, a national initiative that combines feel-good snacking with real impact. We caught up with Chantal Butler, Chief Marketing Officer of Mondelēz Canada, to talk about Cadbury’s $400,000 commitment to Food Banks Canada, how consumers can get involved simply by picking up their favourite Dairy Milk bar, and the joy of turning everyday choices into meaningful change. —Noa Nichol

World Give Day is all about inspiring generosity—what inspired Cadbury and Mondelēz Canada to launch the “Let’s Stick it to Hunger Together” campaign at this particular moment in time?

The growing need across Canada really pushed us to act. Generosity has always been a big part of who Cadbury is, and seeing more than two million people turn to food banks in just one month made it clear that this is a crisis. This campaign is about coming together to help, and showing that even small, everyday choices, like picking up a Cadbury treat, can contribute to something bigger.

With food insecurity at an all-time high across Canada, how do you see this initiative making a tangible impact on communities through Food Banks Canada?

The numbers are staggering right now, over two million people are relying on food banks in a single month, which is the highest we’ve ever seen in Canada. It’s a clear sign that a lot of families are struggling just to put food on the table. That’s why we’re committing $400,000 to Food Banks Canada and local food banks, which translates to about 800,000 meals. It’s not just about making a donation, it’s about stepping up for Canadians in a time of greatest need.

Cadbury is such a beloved brand—how are you using its reach and recognition to help raise awareness around food insecurity and inspire action among consumers?

Cadbury’s always had a way of bringing people together, and we’re leaning into that. We’ve teamed up with amazing athletes like Nazem Kadri and Marie-Philip Poulin who really care about this issue too. They’re using their platforms to spread the word and encourage people to get involved, whether that’s through volunteering, donating, or just picking up a Cadbury treat knowing it’s supporting something bigger.

Can you tell us more about how the donation structure works? How can Canadians contribute simply by purchasing their favourite Cadbury Dairy Milk products?

Between now and June 1 and again from September 29 and November 16, a portion of proceeds from Cadbury product sales will go toward our $200,000 donation goal. On top of that, Cadbury is also making a direct contribution of $200,000 to Food Banks Canada. So, every time someone picks up their favourite Cadbury product, they’re actually helping provide meals to people who need them. It’s an easy way to get involved.

What are some of the core values Cadbury is hoping to reinforce through this initiative—especially when it comes to aligning joy with purpose?

The heart of this initiative is really about generosity and community. Cadbury is about giving joyful moments a little more meaning – we want people to feel good not just because they’re enjoying something sweet, but because they’re also helping someone else in the process.

Looking ahead, how does “Let’s Stick it to Hunger Together” reflect Mondelēz Canada’s broader commitment to social responsibility and community support?

This campaign is part of our long-standing partnership with Food Banks Canada, through which we’ve donated over 22 million meals since 2013. And we’re committed to keeping that momentum going. It’s part of how we show up for our communities, not just through our products, but through real, sustained support.