From interactive outside posters to TV, social and experiential retail, Cadbury’s multichannel strategy to Christmas 2023 drove a 5.3% gross sales rise.
Christmas is king for Cadbury, with the festive season sometimes contributing 19% of annual gross sales.
In 2022, the Mondelēz-owned chocolate model noticed a chance to construct model fairness, improve retailer relations and develop Christmas retail gross sales worth by 2.5%. There have been, nevertheless, challenges to beat, together with worth will increase, post-pandemic slowing of demand and HFSS (excessive in meals, salt and sugar) laws.
Satisfied a contemporary strategy was wanted, Mondelēz and company companion VCCP determined to place a multichannel twist on the established ‘Cadbury’s Secret Santa Postal Service’ idea. In its fifth consecutive yr, the marketing campaign supplied Brits the prospect to ship chocolate secretly to somebody particular, with 120,000 bars up for grabs over the six weeks to Christmas Eve.
Greater than 280 digital, static and fly posters was interactive websites with QR codes, enabling the general public to ship a free Cadbury chocolate bar by way of an interactive cell expertise.
The model’s 30-second TV advert that includes postman character Jeff was named by Kantar because the festive advert providing the best long-term effectiveness. The inventive was supported by a devoted Cadbury Secret Santa web site, social and digital advertisements, in addition to pop-up experiences in 50 Tesco shops.
Some 77% of individuals responding to the marketing campaign have been actively involved in gifting chocolate, whereas guests to the net hub hit 1.4 million – a Mondelēz UK report. A retail sell-through of 96% helped drive a 5.3% yr on yr gross sales uptick, taking the model’s complete festive income to greater than £230m.
Crucially, Christmas 2022 generated Cadbury’s largest market share progress for 3 years, serving to Mondelēz scoop the 2023 Advertising and marketing Week Award for Multichannel Advertising and marketing.
