Cadbury tees up fundraising one-timer to benefit food banks

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Sweet deal.

Cadbury has teamed up with hockey stars Nazem Kadri and Marie-Philip Poulin for its “Let’s Stick it to Hunger Together” campaign in support of Food Banks Canada and local food banks across the country.

The chocolate-maker is donating $200,000 to Food Banks Canada and until the end of the year, will donate up to another $200,000 for every product sold. If the campaign hits its $400,000 target, that will mean an extra 800,000 meals for families across Canada fighting food insecurity, Cadbury said.

In addition, Kadri, a former member of the Toronto Maple Leafs and current Calgary Flame, and Poulin, who is the Professional Women’s Hockey League leading goal-scorer this season with the Montreal Victoire, will be donating their time at food banks and leveraging their social media reach as food insecurity “ambassadors.”

“Canada’s need for food banks is at an all-time high with over 2 million people visiting food banks this month, the highest number of monthly visits in history,” said Erin Filey-Wronecki, the chief development and partnerships officer at Food Banks Canada. “Cadbury’s ‘Let’s Stick it to Hunger Together’ initiative is crucial in helping us support communities across the country.”

The campaign comes at a time when food bank use in Toronto has spiked almost three-fold since the pre-pandemic years, according to the Daily Bread Food Bank Who’s Hungry 2024 report.

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In 2024 alone, there were nearly 3.5 million client visits to Toronto food banks, almost 1 million more than the previous year. That “widespread” need led hard-rockers Metallica to donate $40,000 to the Daily Break Food Bank last month after a pair of sold-out shows at Rogers Centre.

Cadbury’s parent company, Mondelez Canada, is also a long-standing champion of Food Banks Canada, having donated the equivalent of 22 million meals since 2013 to affiliated groups.

“We invite everyone to join us in making a meaningful impact by providing meals to those in need through the purchase of a Cadbury product,” said Chantal Butler, Mondelez Canada’s marketing vice-president.