Cadbury Dairy Milk is aiming to increase sales this spring by launching a £7m ‘Free the Joy’ campaign.

The campaign highlights the range of Cadbury Dairy Milk flavours and encourages customers to ‘free the joy’ by trying new flavours or rediscovering an old favourite. A range of PoS materials will be available to boost impulse purchases.

Matthew Williams, marketing activation director for chocolate at Mondelez International, said that focussing the campaign on both tablets and countlines provides an opportunity to drive incremental sales.

“They have a reach of 32 million consumers so the opportunity for retailers is huge,” he added.