World War One Remembrance Campaign - Cadbury & The Royal British Legion

Cadbury and The Royal British Legion


Throughout 2018, we partnered with the Royal British Legion to commemorate the centenary of the First World War and to say thank you to the WW1 generation, all who served, sacrificed and changed our world.

Generosity is, and has always been at the heart of Cadbury. Therefore, just as we did 100 years ago, we wanted to play our part in supporting those who have been affected by war.

We supported the Royal British Legion through a year-round calendar of fundraising events. Most notably, launching a limited edition Cadbury Dairy Milk bar, adorned with Poppies, in remembrance of the First World War. From every bar sold, 30p was donated to the Legion, supporting the British Armed Forces, veterans and their families.

This was supported with a cutting-edge digital campaign, narrated by beneficiaries of the Legion, and sharing the remarkable stories of the First World War generation who shaped the world we live in today - including those of the Cadbury workforce who supported the war effort on the battlefield and the home front.

Together, we raised over £300,000 for the Legion, not only commemorating the WW1 generation, but allowing the Legion to provide much-needed support to veterans and their families today.

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