Cadbury backs Fairtrade album giveaway with Paolo Nutini ad

LONDON - Cadbury's Dairy Milk is marking Fairtrade Fortnight by releasing a free album with an exclusive track by pop star Paolo Nutini, who appears in a £1m TV campaign created by Fallon.

Featured on the 'Big Swap' album are five other UK chart hits, all covered by Ghanaian group, The Big Ghana Band. The Nutini track is a mash-up of his 'Pencil Full of Lead' track.

Copies of the album can be downloaded from www.cadburymusic.com – in return consumers have to disclose what items they've swapped for Fairtrade items.

Media agency PHD has booked the TV ad into a number of primetime programmes, including 'Dancing on Ice' and Champions League football during its three-week run from today (19 February).

Alternatively, consumers can visit their local newsagents during the second week of Fairtrade Fortnight – which runs from 22 February to 8 March – to get the CD.

Cadbury's Dairy Milk, now owned by US giant Kraft, became Fairtrade-certified in the UK and Ireland last year.

In September, it celebrated its commitment and its links with Ghanaian cocoa farmers with the launch of a charity single featuring Ghanaian music star Tinny, and a TV ad filmed in a Ghanaian village.

In January this year, Dairy Milk's sister brand Green & Black's pledged to switch its entire worldwide food and beverage range to Fairtrade by the end of next year.