Mondelez International has unveiled details of its 2016 Cadbury Easter range and £10m campaign for the season.
Cadbury Creme Egg will be backed by a £4m marketing spend from January to March, which includes TV and outdoor advertising, as well as digital and PR activity. It will be supported in convenience stores by the Gooless promotion that gives consumers the chance to win £1000 cash.
Cadbury’s mini wrapped egg range is also back for this year and includes Creme Egg, Dairy Milk, Dairy Milk Daim and new Cadbury Dairy Milk Oreo.
New for this year, Cadbury Dairy Milk Bunny Vanilla Mousse, RRP 65p, is available in cases of 33 and is aimed at mums looking to give their kids a treat.
Mondelez is also launching a ‘take a shelfie’ competition between December and February for independent retailers. Store managers can take a photo of themselves next to their Easter range and submit it through the company’s trade website, Delicious Display, to win prizes.
In novelty gifts, Cadbury is launching a Hollow Bunny in small and large sizes, RRP £1.49 and £3.09 respectively, and Cadbury Dairy Milk Mini Hollow Bunnies, which includes five individually wrapped chocolate bunnies, RRP £2.99. There will be a similar pack for Freddo.
Susan Nash, trade communications manager for Mondelez said with Easter coming one week earlier this year, retailers should ensure they get off to a fast start in January.
“Every day you don’t have your Gooless display out is a day of lost sales,” she added.