Cadbury is investing £7m in a campaign to encourage consumers to engage further with its existing Dairy Milk product line.
Cadbury says that the ‘Free the Joy’ campaign will incorporate TV and digital with “significant in-store and sampling activity”, including point of sale promotion, and is designed to remind consumers of the variety of flavours and textures within the Dairy Milk brand. It will apply to eight different variants of the Dairy Milk label across three size formats, including Fruit and Nut, Caramel and Oreo.
Matthew Williams, marketing activation director for chocolate at Mondelēz International, said: “Cadbury Dairy Milk is the nation’s favourite chocolate and its mission is to free the joy within us all – this campaign will show that with the great range of flavours available, there is more than one way to do so. Through encouraging consumers to explore the range, trialling a new flavour or re-trialling a forgotten favourite, our £7m multi-channel campaign will drive incremental sales.
“Focussing the campaign on both tablets and countlines provides a significant opportunity to drive incremental sales; we know there is little overlap in terms of shoppers and usage occasions and combined they have a reach of 32 million consumers so the opportunity for retailers is huge.”
Cadbury will be hoping that the campaign provides a positive perspective from which to market Dairy Milk, after the decision to remove the blend from the company’s Creme Egg product was extensively criticised by consumers.
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