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Case Study - Kraft Foods

Special Award Winner of 2011 Community Partnership Awards: Local community

Cadbury Spots v Stripes Community programme

Cadbury has always believed that play is not only fun, it connects people, can improve lives and helps to build stronger communities. In the early 1900s, the Cadbury brothers set up playing fi elds in Bournville for employees and the community.

More recently, as the Official Treat Provider of the London 2012 Olympic and Paralympic Games, Cadbury saw a unique opportunity to create an innovative community programme inspired by the Games that aims to get people of all ages, backgrounds and abilities across the nation rediscovering the spirit and benefi ts of play and also serve as a catalyst for community development.

Cadbury's Spots v Stripes Community Programme aims to make a positive impact with people in neighbourhoods, help the company deepen its relationships with communities, reach thousands of people with the Cadbury brand and strengthen corporate reputation - all of this leaving a legacy beyond 2012 that is good for business and good for the community.

Cadbury is working with the charity Groundwork and has put in place a national network of Spots v Stripes Community Games Co-ordinators – community development workers to make this happen. They focus on disadvantaged neighbourhoods, work with hundreds of community groups and recruit and train hundreds of volunteers, organising games events across the country.

Achievements from August 2010 to the end of June 2011 include: nearly 63,000 people game playing at 981 grassroots events, 1645 volunteers recruited, and 560 community groups engaged. Its ambitious goals by the end of 2012 are to get 75,000 people playing games, hold 2500 events and recruit 2000 volunteers.

More Information

View all the winning Community Partnership Awards case studies (2011)