Mondelez International, the owner of the Cadbury brand in Australia, is renewing its global strategic relationship with social media platform, Facebook.

The agreement covers 52 countries including Brazil, France, India, Indonesia, the U.K., the U.S. and the Gulf States.

Mondelez, which owns numerous food brands including Cadbury and Oreo, says it will be an early user of Facebook’s newly announced ‘Audience Insights API’, a platform which allows businesses to find out more information about its consumers who use Facebook.

Mondelez will also use Facebook’s ‘Messenger’ communication platform to experiment with ‘bots’ (computer generated responses to customer questions). The technology could allow for Mondelez to answer customer questions through the Messenger platform 24/7.

Media Director at Mondelez International Europe, Gerry D’Angelo, said Messenger could also eventually be a new way for consumers to make purchases.

“With 900 million people using Messenger every month, this platform offers a great way to interact with our consumers in real-time,” he said.

Facebook’s Vice President of Global Accounts, Will Platt Higgins, said the partnership understands that ‘mobile’ presents an opportunity for companies to bring their brands closer to consumers than has been possible previously.

“When you have products that are as beloved as those created by Mondelēz International, it only makes sense to give them even more of a voice and new ways to interact with the people that love them,” he said.

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