The founder of a vegan chocolate brand has said she is “honoured… to see elements of our approach reflected” in a Cadbury campaign.
Well & Truly’s core range of oat milk chocolate tablets are divided into unequal chunks, featuring captions such as ‘For me’, ‘For you’ and ‘For me also’ on the chocolate itself.
Last month, Cadbury rolled out 12 limited-edition Dairy Milk wrappers as part of its ‘Made to share’ campaign. The wrappers posed questions such as: ‘Who pays the subscription?’, ‘Who drove?’ and ‘Who cooked?’ to determine who got the biggest share of chocolate.
Specialist marketing publication The Goods drew a comparison between the pack designs, which prompted Well & Truly’s director and co-founder Sara Trechman to respond on LinkedIn this week.
“We’re honoured that Cadbury loved our creative idea so much,” Trechman wrote.
“While it’s flattering to see elements of our approach reflected in larger campaigns, true innovation comes from leading, not just following.”
Challenging chocolate
When approached by The Grocer, Trechman said she wanted to bring attention to the challenges facing the category. “They say, ‘never waste a good crisis’, and this moment is no exception… The chocolate industry is at a crossroads, facing mounting pressure to address both the health of the product and the sustainability of its supply chain.
“As always, it’s the challenger brands that are stepping up. At Well & Truly, we’re proud of our efforts: fully recyclable packaging, single-origin cocoa from a B Corp-certified producer who’s EUDR-ready, and a guarantee of ethical, fairly traded sourcing.”
Cadbury had not responded to requests as The Grocer went to press.
The incident comes after Tony’s Chocolonely spoofed Cadbury’s ‘Made to share’ campaign on LinkedIn.
The brand shared a graphic of one of its chocolate bars, divided into three pieces, featuring the captions, ‘Who’s ending exploitation in cocoa’, ‘Who’s also ending exploitation in cocoa’, ‘Who’s still ending exploitation in cocoa’.
In an accompanying caption, the brand claimed: “every piece makes a real, lasting impact for cocoa farmers in West Africa”.
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