Mondelēz International is set to kick off its Easter drive in January 2017. The confectionery giant, home of the Cadbury – the biggest selling Easter brand, will kick off the New Year with a £4m spend for Cadbury Creme Eggs.
The “Gooless” promotion, exclusive to the independent convenience channel, will run from January 1 to East Sunday. One shopper every day will unwrap a “gooless” egg to win up to £1000. And it’s not only the consumers who win. Mondelēz will also match the prize for the retailer of the winning outlet, either in stock or Love to Shop vouchers. It’s also giving wholesalers and retailers another chance to win vouchers with its “Take a Shelfie” photo competition – go to www.deliciousdisplay.co.uk for details.
Supporting sales across the Cadbury Easter range will be TV, digital, experiential and in-store plus new products including the Cadbury Dairy Milk Egg ‘n Spoon Oreo and Cadbury Mini Mix.
Last year saw £48m worth of Cadbury Crème Egg sales and 82% of people who bought chocolate at Easter bought into the Cadbury brand making it the number one self-eat Easter range.
Look out for more on Mondelēz’ Easter and Spring plans in the December issue of Wholesale News.