In 2009 Cadbury Milk was set to become Fairtrade certified, and now all the products from the line are market with a special symbol. To raise awareness of fair trade, the company has released a free album called «Big Swap» featuring an exclusive track from the pop star Paolo Nutini as well as five songs by The Big Band Ghana and 2 by other bands.
Cadbury Milk is giving out the disk at the micro-website www.cadburymusic.com for free. The visitors of the site can download it after selecting one of the products with the fair-trade symbol. Once they make the choice, the item appears on the www.fairtrade.org.uk/ thebigswap right away.
Cadbury is also launching a large-scale TV campaign featuring the new products and will spend £ 1 million on it.