Kraft Foods is asking independent developers and start-up companies to produce digital marketing projects for its Cadbury brand as part of a wider effort to “fundamentally” change how it builds relationships with consumers.
The FMCG company will host a series of developer gatherings over the next 12 months to crowdsource digital initiatives for its marketing activity such as Joyville.
It follows Cadbury’s first developer event last month where participants competed for the chance to build an app for the brand’s London 2012 sponsorship activity.
Sonia Carter, head of digital at Kraft Foods Europe, told Marketing Week the move is a long-term commitment to building relationships with entrepreneurs.
She adds: “This is why we’re not buying the IPs off the developers. We’re interested in what’s possible when you make a brand as well loved as Cadbury available to developers who often don’t get a chance to get access to a big company like Kraft.
Kraft is also planning to roll the scheme out in Brazil and India, two of its top developing markets, for some of its other brands.