Cadbury's commitment to Ghana is strengthened today with a Ghanaian-inspired TV, radio and billboard campaign which celebrates the talents of local artists, musicians and dancers, and uses an innovative record-release to raise additional funds for cocoa growing communities.

This follows the recent Fairtrade certification of Cadbury Dairy Milk across the UK and Ireland, and builds on the work of the Cadbury Cocoa Partnership, a 10-year initiative launched in 2008, investing £45 million in securing the economic, social and environmental sustainability of cocoa farmers in Ghana, India, Indonesia and the Caribbean.

The TV production was filmed in Ghana, where Cadbury has a 101 year history of sourcing cocoa.

The campaign draws on elements of traditional Ghanaian culture as well as modern Ghanaian pop-culture. In particular, Cadbury has worked with Ghana's hottest music superstar, Tinny (pronounced 'tiny'), to produce a track and music video called 'Zingolo', which means 'Enjoy it' in Ga, one of the languages of Ghana. Cadbury's share of profits from the sale of the single will go to the charity CARE International, one of the Cadbury Cocoa Partners, to fund education programmes in cocoa growing communities in Ghana.

Cadbury also commissioned a local Ghanaian artist, Casper Teshie, to execute the artwork for its print campaign. Taking inspiration from Ghanaian walls traditionally covered in signwriting, he painted murals on walls in Kof Town. These murals then formed the press ads, bringing cocoa beans to life to celebrate Fairtrade certification with Cadbury.

Alex Cole, Cadbury Corporate Affairs Director said: "This celebrates Ghana's music, dance and artistry, and shares the irrepressible Ghanaian spirit with the UK public in a relevant and intriguing way. From Tinny's irresistibly catchy beat and the originality of the High Spirits dancers to Casper's distinctive murals, we hope our innovative take on Fairtrade will put smile on faces."

Barbara Crowther, Director of Communications and Policy for The Fairtrade Foundation said: "The essence of Fairtrade is all about local communities being able to improve their own lives. So it's been really important this whole process has worked with Ghanaian people, from the musicians, dancers and artwork to the crafts people, and ordinary villagers and cocoa farmers. And we're delighted that all the profits from the music single will also go back into Ghanaian communities too. We hope this slice of Ghanaian joy will inspire everyone in the power of positive change, making Fairtrade chocolate their everyday choice."

At a preview of the advert shown in central London on Thursday 17 September, members of the local Ghanaian community present enthused about the television and print productions. Gabriel Goka, from community group Noviha said "This is a great partnership for mutual benefit - for the farmers so they can get a better price and for the consumer so we can buy more Fairtrade chocolate. I love the series of advertisements. The whole design is wonderful - very, very imaginative. It says so much about Cadbury, Fairtrade and Ghana - I like best the print ad with the Ghanaian flag in the centre - it says that this initiative wants to be at the middle of Ghana’s development."

Notes to Editors
Tinny
Ghana's leading hip life star.

High Spirits
High Spirits are a dance troop based in Accra Ghana, and are famous for their street moves.

Casper Teshie, Artist from Accra, Ghana
Casper is an artist living in Accra who painted the murals for Cadbury in the latest advertising from Glass and Half Full Productions.

For more information (press only) about Cadbury Dairy Milk, please contact Selena Hedley-Lewis or Depali Sanghvi at Blue Rubicon: firstname.lastname@bluerubicon.com, or on 020 7260 2700.

A 60 second preview of the track and music video will be aired on TV from 19th September, starting in this week's X-Factor, and the full single is available on iTunes from today, and available to view on YouTube http://www.youtube.com/watch?v=CxHSsluny9s

You can also visit the Cadbury Dairy Milk blog: http://www.cadburydairymilk.typepad.com/?campaign_id=goftse

About Cadbury plc
Cadbury plc is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. It has number one or number two positions in over 20 of the world's 50 largest confectionery markets. Cadbury also has the largest and most broadly spread emerging markets business of any confectionery company. With origins stretching back nearly 200 years, Cadbury's brands include many global, regional and local favourites including Cadbury, Creme Egg, Flake and Green & Black's in chocolate; Trident, Clorets, Dentyne, Hollywood, Bubbaloo and Stimorol in gum; and Halls, Cadbury Eclairs and The Natural Confectionery Company in candy. For more information visit www.cadbury.com

About the FAIRTRADE Mark and Fairtrade Foundation
The FAIRTRADE Mark is a certification mark and a registered trademark of Fairtrade Labelling Organisations International (FLO) of which the Fairtrade Foundation is the UK member. The Fairtrade Foundation is an independent certification body which licenses the use of the FAIRTRADE Mark on products which meet international Fairtrade standards. This independent consumer label appears on products as a guarantee that disadvantaged producers are getting a better deal. Today, more than 7 million people - farmers, workers and their families - across 59 developing countries benefit from the international Fairtrade system. For more information on Fairtrade in the UK, visit www.fairtrade.org.uk and in Ireland, visit www.fairtrade.ie

About Cadbury Cocoa Partnership
In 2008 Cadbury pledged to invest £45 million over ten years to secure the sustainable future of cocoa farming in Ghana, India, Indonesia and the Caribbean. £30 million will be spent in Ghana, with an initial investment of £1 million in 2008, £3 million in 2009 and increasing again to £5 million in 2010. The programme will focus on investing in farmer education programmes that develop best cocoa management practices, and explore carbon reduction techniques to secure more sustainable cocoa farming.

About CARE International (Registered charity number 292506)
CARE International is one of the world's leading international relief and development organisations, reaching more than 55 million people in 70 countries and helping them to lift themselves out of poverty. CARE has a wide range of development programmes in Ghana and is an implementing partner in the Cadbury Cocoa Partnership. For more information visit www.careinternational.org.uk

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