Cadbury will launch Mini Eggs in a promotional limited-edition pack this June, as it offers consumers the chance to win a family trip to Rio de Janeiro while raising funds for the Supercharge ParalympicsGB campaign.
Cadbury Wini Eggs will encourage consumers to check for the Golden Egg in 90g promotional packs, which, if found, will win them a trip to the host city of the 2016 Olympics.
The packs will also be supporting the Supercharge ParalympicsGB campaign, with £0.02 from every sale being donated to the British Paralympic Association (BPA). A registered charity, BPA has historically received some public fundraising support, brand owner Mondelēz explained, but the campaign will allow it to further drive fundraising for Rio 2016 and beyond.
The limited-edition packs will be supported by strong in-store activation, as well as digital and PR activity, to help drive penetration in the bite-sized category during the summer months.
Declan Duggan, brand manager for Cadbury bitesize, said: “In this Paralympic year we are delighted to be partnering with the British Paralympic Association and giving our support to ParalympicsGB on their journey to Rio and beyond while giving consumers something they constantly call for – a chance to eat their much-loved Cadbury Mini Eggs outside of its traditional season. Due to the product’s popularity in the Easter season, we believe that the launch of Wini Eggs will provide retailers with a great opportunity to drive incremental chocolate bag sales during the summer of sport with an attractive £1 offer.”
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