Cadbury launch ‘Show You Care, Hide It’ in aid of Barnardos


Posted on Thursday 25 March 2021 in Press Releases, Fundraising, Events

As we find ourselves celebrating our second Easter under Covid-19 restrictions, Cadbury wants to connect people across the country this Easter weekend through the power of generosity, with the launch of their ‘Show You Care, Hide It’ initiative in aid of Barnardos.

Cadbury Show You Care, Hide It in aid of Barnardos is easy. On Easter Saturday, 3rd April 2021, Cadbury want as many people as possible to hide a Cadbury Easter Egg for a loved one, in the safety of your own home, take a snap of your best hiding place and upload it to social media tagging @CadburyIreland and using #ShowYouCareHideIt. Anyone who takes part is also encouraged to text HIDEIT to 50300 to donate €4 to Barnardos (100% of your donation goes to Barnardos across most network operators. Some operators may apply VAT which means a minimum of €3.60 goes to Barnardos. Provider: LIKECHARITY. Helpline: 0766805278). Then, simply screen grab your donation and share it on social media along with the snap of your best hiding place.

For every donation made on Easter Saturday, 3rd April 2021, Cadbury will match it and everyone who shares snaps of their donation and Cadbury Easter Egg hiding place using #ShowYouCareHideIt, will be in with a chance of winning a Cadbury hamper full of Easter goodies for your household.

Speaking about the Show You Care, Hide It in aid of Barnardos initiative, Cadbury Brand Manager, Maighréad Lynch said:

“Usually at this time of year, we are gearing up for our favourite annual event – the Cadbury Easter Egg Hide in Merrion Square, where we would be joined by 2,500 families over the two days. The most important part of our annual Easter event is that all proceeds raised through tickets sales are donated to Barnardos, to help fund their vital work. Whilst we can’t do that this year, we can still show those we love that we care, all the while raising money for Barnardos too. We are inviting the people of Ireland, to take part in our Show You Care, Hide It day for Barnardos. For every donation made, Cadbury will match that donation all to spread Easter Joy and to help a brilliant cause.”

Barnardos CEO Suzanne Connolly said, “this pandemic has put a toll on all of us. But, for children and families who were already living in significantly challenging environments, covid-19 has pushed many to the edge. We saw the cracks appear in early summer with additional financial pressures due to job loses, and closures of essential supports and services. As the year progressed, these cracks deepened.”

“Many of the fundraising events that we rely on, like the Cadbury Easter egg hunt have been impacted by covid -19 and so we are calling on the public to support Cadbury Ireland’s #ShowYouCareHideIt campaign for Barnardos. We are so grateful to our fantastic partner, Cadbury Ireland, whose continued  support of our services means we  can reach more vulnerable children and families.

Please donate what you can over the Easter weekend and help provide a brighter future for children in communities throughout Ireland”

To help get people in the hiding mood, Cadbury have created the ultimate ‘Show You Care, Hide It’ packs, which will be given away on Cadbury social channels in the run up to Good Friday. The packs will include delicious Cadbury Easter Eggs, hiding tips and signage and lots of party goodies for the perfect hide at home.

For more information and for a chance to win your very own Show You Care, Hide It pack, follow @CadburyIreland across Instagram, Twitter and Facebook. To donate to Barnardos directly, visit


For more information, please contact:

Jennifer O’Neill, FleishmanHillard: [email protected] or 087 056 3697


Notes to Editors

Whenever the Text to donate number is mentioned the full terms and conditions must be used in conjunction with it and in the same font, in line with the provider’s rules.

Text HIDEIT to 50300 to donate €4 to Barnardos. 100% of your donation goes to Barnardos across most network operators. Some operators may apply VAT which means a minimum of €3.60 goes to Barnardos. Provider: LIKECHARITY. Helpline: 0766805278

About Barnardos

Barnardos’ mission is to deliver services and work with families, communities, and our partners to transform the lives of vulnerable children who are affected by adverse childhood experiences. Because childhood lasts a lifetime

About Mondelēz International 

Mondelēz International, Inc. (NASDAQ: MDLZ) empowers people to snack right in over 150 countries around the world. With 2018 net revenues of approximately $26 billion, MDLZ is leading the future of snacking with iconic global and local brands such as Oreo, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit or follow the company on Twitter at

About Cadbury

For nearly 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favourite chocolate bar. Recently voted Brand of the Year 2019*, Cadbury has a wide range of well-loved delicious chocolate that reminds the nation that there is a ‘Glass and a Half’ of generosity in everyone. The brand’s success is built upon its deep understanding of customers, shoppers and the category, ensuring it continues to evolve to remain relevant. The health and wellbeing of consumers is hugely important and so through BeTreatwise aims to remind people that treats are special, to be enjoyed in moderation as part of a balanced lifestyle. Portion control and consumer education, through on pack labelling, have a huge part to play in Cadbury’s strategy to ‘inspire mindful snacking’. The brand recently announced its plans to bring all Cadbury products predominantly purchased by parents for children, under 100 calories. As well as this, reduced sugar innovations such as Cadbury Dairy Milk 30% Less help consumers manage their sugar intake. 100% of the cocoa in Cadbury’s chocolate is sustainably sourced through the company’s industry leading Cocoa Life programme, which supports sustainable cocoa farming. This helps secure a positive future for farmers, their families and their communities.