This was done as part of its Freddo’s Save The Frogs programme, aiming to educate Australians and New Zealanders on the plight of local endangered frog species, many of which are susceptible to habitat damage and are facing the threat of extinction.
“The planning [of this programme] in partnerships with Zoos Victoria and Conservation Volunteers Australia and New Zealand was in progress before the Australian bushfire crisis, but are now more important than ever,” Cadbury Marketing Manager Kate Watson told FoodNavigator-Asia.
“Each pack will contain the same frog mould consumers are familiar with, however Freddo has given up his place on pack to give his endangered friends some time in the spotlight.
“There will also be an augmented reality symbol in each pack that offers Cadbury [consumers] an interactive way to find out more about the frog species, as well as the work being done by our partners to save the species.”
Apart from education and awareness, Save The Frogs also includes planned programmes such as
habitat restoration, captive population breeding, and release programs – more than necessary in the aftermath of the bushfire crisis, where 14 frog species were named by the Australian Department of Environment as having over 10% of their habitat in burnt areas.
Four endangered frog species will be highlighted by Cadbury via the packaging change: The Southern Corrobboree Frog, Spotted Tree Frog, Archey’s Frog, and Hochstetter’s Frog. Five more will be featured in this interactive AR element of the campaign.
The special packs will be available throughout Australia and New Zealand for a limited time only, but the partnerships as a whole are set to run for three years.
“Given the significant challenges facing these endangered frogs, we really want to ensure we’re making a long term commitment to their ongoing survival,” said Watson.
Responding to queries on whether this programme would be extended beyond frogs to other endangered species such as Koalas (Cadbury owner Mondelez also has a Caramello Koala range), Watson said that this was not in the pipeline yet.
“Many [animal species are] facing unprecedented challenges to their survival after the devastating bushfires,” she said.
“While there are no plans in place to extend the three year program beyond endangered frog species at this stage, we’re always looking at ways we can support the animal species that feature on our packs.”
She cited Mondelez Australia’s recent donation of funds from the sales of its Cadbury Freddo, Caramello Koala and Furry Friends products as a response to the bushfire crisis as an example.
“We raised $630,000 for these amazing organisations that are at the frontline in saving injured wildlife and finding ways to secure their long-term survival.”