Cadbury has tasked digital agency Weapon7 with developing a strategy to promote its partnership with the Make-A-Wish Foundation.
The confectionery brand has briefed Weapon7 to drive donations to help children fighting life-threatening illnesses and raise awareness of the tie.
Cadbury, which is the biggest corporate sponsor of Make-A-Wish, has committed to the tie-up for the next three years. The charity's branding will appear on the majority of Cadbury's Easter and Christmas packaging until 2011.
The digital activity is expected to launch this autumn, and will be supported by eCRM and point-of-sale activity.
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