Inspired by Chocolate in 2020

You might be laughing at the title of this article as you imagine me stuffing my face (Bridget Jones style) with chocolate, working from home, and feeling sorry for myself. But I promise that’s not what this article is about….it does in fact have meaning!

I’ve been inspired by many people and businesses during 2020, but there’s one company’s story in particular that put things into perspective for me and that’s Cadbury.

A global pandemic and Brexit have just become another two notches on the Cadbury belt. They have not only survived but grown through some of the most challenging times businesses have ever seen. But through continuous R&D and a huge focus on marketing, they have created one of the world’s most well-known household brands. They even created the Chocolate Easter Egg.

Cadbury have grown through two World Wars, the Great Depression, financial crashes, industry downturns, and major political uncertainty. There aren’t many businesses that can say that!

During WW1 Cadbury spent time innovating and producing new products, many of which they are still selling today such as the Milk Tray collection. In 1919 they merged with Fry & Sons cresting well-known brands such as Fry’s Chocolate Cream and Fry’s Turkish Delight.

They also supported the army by using some of their factories to do the laundry for injured soldiers who were stuck in the hospital for months on end. This had the factory workers dubbed with the nickname of ‘The Cadbury Angels’. 

Their continued growth and development saw products such as the Cadbury Flake, the Cream Egg, and the Crunchie launched. All of which are still on the shelves today. The tin of Roses was created in 1938 which became a best-seller then and still is today.....83 years later! 

During World War II, parts of the factory were turned over to war work, producing milling machines and seats for fighter aircrafts.

Even though sugar and cocoa supplies were limited, and their consumers were dealing with food rations and lower incomes, Cadbury focused on their marketing and kept advertising. Because they knew that at some point in the future, they’d have the supply they needed, and people were going to be buying chocolate again. 

Cadbury stood the test of time because they stayed top of mind with their end customer. They were the brand that everyone went to, but they doubled down and spent more money at a time when everyone else battened down the hatches.

Through mergers, acquisitions, constant R&D, and investment, Cadbury have not only dominated but led their marketplace for centuries. 

The Cadbury story has shown me that you that if you can pivot your strategy when needed, innovate, continuously communicate with your audience, add value, and deliver a quality product, that you can get through the most challenging times imaginable.

Hopefully this story has inspired you too!

And remember…

“When nothing is sure, everything is possible” Dame Margaret Drabble.

If you'd like to know more about the Cadbury story click here