No Man’s Blog

The Cadbury going fairtrade blog is going on for four months already. It was my very first project in my (not so) new job at HyperSocial and it makes me very proud and happy. Admittedly, it was a dream brief from the beginning: the biggest and most loved chocolate brand is going fairtrade – what can we do on the interwebs? And for an old-fashioned dude like myself that still wholeheartedly believes in the idea of a company’s blog, this one is a source of joy.

I so wish I could share more freely everything we are doing from the business perspective, like our objectives and where we are with meeting them and what’s great and what not so great. One of the biggest challenges with these projects is the lack of benchmarks so targets and all are to some extent as anyone in digital knows, based on educated guesswork. But the trend of radical transparency hasn’t reach most organisations yet, and so I can only write about some personal experiences.

Apropos benchmarking, this project got me to finally meet the lovely people from Innocent. Few weeks back I went to the fruit-towers to exchange some knowledge and learnings with Ted. Lots of diary milk bars made their way to the fruit towers, lots of smoothies made their way to hyper/cadbury. Nice

With the amazing skills of sniffing and writing great, tasty stories, Lea, the shit-hot blog editor, turned it into a storytelling garden, almost like Bournville. I’m still sometimes surprised at the breadth and interestingness of the stuff that comes out of digging in cadbury’s archives.

From Bournville to Ghana and back, there is not enough time to tell all the great stuff. For example, recently while doing some research to find more great stories, I stumbled on this fascinating Ghanaian hiphop culture called hiplife. I’m hoping to chip in and blog about it soon over at the Cadbury blog.

We’re getting really excited about the launch of the fairtrade bars very soon and prepared some shizzles and surprises that I can’t tell you too much about right now or i’ll ruin the surprise…but stay tuned, s’gonna be fun!

Go and check it yourself. and / or follow @goingfairtrade