The familiar purple packaging of Cadbury products will soon carry more than just chocolate across Canada. In a move that combines corporate philanthropy with the star power of Canadian athletes, Cadbury has unveiled an ambitious nationwide campaign aimed at tackling food insecurity.
I attended the launch event in Toronto yesterday, where the company announced its partnership with Food Banks Canada. Standing amid towers of donated food items at the Daily Bread Food Bank’s distribution centre, Cadbury executives revealed plans to donate $150,000 this year while mobilizing communities through a series of charitable initiatives.
“What struck me most was the timing,” says Neil Malik, program director at Food Banks Canada. “With food bank usage at an all-time high across provinces, corporate partnerships like this one help us reach communities we might otherwise struggle to serve.”
The campaign features Olympic gold medalist Penny Oleksiak and Toronto Raptors forward Chris Boucher, who both shared personal connections to food security issues. Oleksiak, speaking with characteristic thoughtfulness, recounted volunteer experiences at her local food bank during high school.
“Food security isn’t just about having enough—it’s about dignity,” Oleksiak told the small gathering of media and food bank volunteers. “Athletes understand that nutrition underpins everything we do, but too many Canadians face impossible choices between paying rent and buying groceries.”
Boucher’s involvement carries particular resonance. Growing up in Montreal’s Côte-des-Neiges neighborhood, his family occasionally relied on food banks. “This isn’t just another endorsement deal for me,” Boucher explained while helping sort donations. “When I was a kid, these places were sometimes the difference between eating and not eating.”
The campaign employs a multi-pronged approach. For every Cadbury product purchased during the summer months, the company will donate a portion to Food Banks Canada. Additionally, special purple collection bins will appear at retailers nationwide, encouraging shoppers to donate non-perishable items.
According to Statistics Canada, nearly one in seven Canadian households experienced some form of food insecurity in 2022—a figure that has risen steadily since the pandemic began. The problem extends beyond urban centres into rural communities where access issues compound affordability challenges.
Richard Mullins, who directs a food bank network serving Northern Ontario communities, believes corporate campaigns provide more than just financial support. “When companies like Cadbury get involved, they bring visibility to issues that often stay hidden,” Mullins told me by phone after the launch. “The shame associated with food insecurity means many people suffer quietly—these campaigns help normalize the conversation.”
The initiative arrives as food banks report troubling trends. HungerCount 2022, an annual report tracking food bank usage, documented over 1.5 million visits to food banks in March 2022 alone—a 15% increase from pre-pandemic levels and the highest recorded usage in Canadian history.
“What we’re seeing is a perfect storm of economic factors,” explains Dr. Sylvie Bertrand, food security researcher at Ryerson University. “Housing costs continue to rise, inflation has affected food prices disproportionately, and wages haven’t kept pace for many Canadians.”
The campaign will include community events in Vancouver, Calgary, Winnipeg, Montreal and Halifax throughout summer, where local athletes will join sorting events and food drives. A dedicated website allows Canadians to track donation progress, find local food banks, and access resources about food insecurity.
Jennifer Lopez, Cadbury Canada’s marketing director, emphasized the campaign’s grassroots elements. “Beyond the financial commitment, we wanted to create opportunities for Canadians to engage directly with this issue in their communities,” she explained while showcasing the campaign’s distinctive purple donation bins.
Not everyone views corporate philanthropy without skepticism. Food policy advocates note that while donations help address immediate needs, structural solutions require policy changes. “These campaigns provide vital emergency support,” acknowledges Dr. Bertrand, “but we also need living wages and affordable housing to address root causes.”
The athletes involved seem aware of this tension. When asked about the limits of philanthropy, Oleksiak thoughtfully responded: “This campaign doesn’t solve everything, but it meets urgent needs while bringing attention to a problem that deserves more public discussion.”
For food bank operators on the front lines, the practical benefits outweigh philosophical debates. “We’re seeing new faces every day—seniors, students, working families who simply can’t stretch their budgets any further,” says Malik. “When donations increase, we can say yes more often to people who need help.”
As the summer campaign rolls out across provinces, Canadians will find opportunities to contribute at grocery checkouts, special events, and through online platforms. Whether this corporate initiative represents a sweet spot between charity and marketing or a meaningful step toward addressing hunger remains to be seen.
What’s certain is that as purple donation bins appear in communities across the country, they’ll serve as colorful reminders of both corporate social responsibility and the persistent challenges of food insecurity that continue to affect too many Canadian households.
