Sweet Charity, the charity for the confectionery industry, is aiming to raise awareness and reach even more people in need with a new strategy and a new brand logo and communications approach.
Since 1918 Sweet Charity (formerly known as the Confectioners Benevolent Fund or CBF) has looked to support any employees, past or present, who experience difficult circumstances.
In reality however the majority of the help has gone to those that have retired from the industry and therefore does not appear relevant to current employees.
In a change of approach Sweet Charity is now refocusing its communications strategy to appeal to all employees past and present that need help and support be it financial, practical or emotional.
This includes those in manufacturing, wholesaling and independent retailers, CTN and convenience stores where confectionery is a core line.
The new strategy will launch from 24th October. This will include a new Sweet Charity logo which will feature on all communications and marketing materials. The impactful logo features a red heart shaped sweet with the new strap line ‘the heart of the confectionery industry’.
The campaign will include motivating print advertising which will focus on beneficiaries groups across all ages, an updated website (www.sweetcharity.net/) and trade pr.
In addition, Sweet Charity will be looking to engage additional industry supporters to highlight its range of services and encourage everyone to become more involved in their industry’s charity from the production line to head office and also confectionery retail outlets.
Patrick Davis, who was recently appointed Sweet Charity’s Director General in August, comments, “Over half a million people in the UK are currently employed in the confectionery industry.
“Add to this people who have retired from the industry during the recent past, and the figure becomes millions. We want to communicate and raise awareness to all these people that the Sweet Charity is their charity.
“We are delighted with our new brand identity as it represents our focus and intent to be at ‘the heart of the confectionery industry’.
“This is particularly important at the moment as the current tough times in the economy are affecting disposable income and we want to ensure that all industry employees know we’re out there to help them.”
