Why Cadbury Is Trying to Save Its Competitors

The pandemic has deeply affected the business of some of the UK’s most beloved small chocolatiers, but they are getting a lifeline from an unlikely source: their biggest competitor. Cadbury is partnering with six independent stores to help promote their chocolate, and buying large quantities to give away to consumers as well.

This is so smart on so many levels. It offers a large brand a chance to go back to its heritage, creates goodwill among consumers and relays the message that we are all in this together. Plus, free chocolate. I’m not sure you could find two words that could make people happier than those.