Mondelēz have revealed their Easter sales and promotion strategy, which includes a major Cadbury Creme Egg promotional competition with retailer prizes, and a brand new Cadbury Mini Egg Tablet.
Cadbury Creme Egg Brand Manger Rafael Dario announced plans for the 50th anniversary year of the best-selling chocolate treat – “50 Goolden years” – adding that it remains the number-one Easter brand, selling four eggs per second and achieving 93 per cent comms penetration in its 2019 ad campaign.
A total of 30 “Golden Goobilee Creme Egg” limited edition eggs will be hidden, in independent stores and symbols only, with a consumer prize of £5,000 (and up to £1,000 to the retailer who sold it). To participate, simply display the promotional material in-store. The promotion commences on 26 December.
There will also be a new ten-piece mixed Crème Egg and Caramel Egg sharing pack, together with retro packaging design feature to help celebrate the egg that has now been with us since 1971.
Cadbury Mini Eggs can claim an even greater vintage, having been on sale since 1967 - the year the Beatles released their "Sgt. Pepper’s Lonely Hearts Club Band" album.
This number-two best-selling Easter brand (after Creme Egg) is to have a “bold and bright” new packaging design, and after much research and development, the addition of the Mini Egg tablet to the range – a 110g block with micro mini-eggs inclusions, and an RRP of £1.49, available only over the Easter season, in cases of 20.
In addition, mini eggs filled with Oreo, Dairy Milk and Daim will also be available.
The Cadbury Mini Eggs 80g bag was the number one product across all Easter SKUs in 2020, with the brand accounting for 50 per cent of total mini egg sales. As well as this, Cadbury Mini Eggs also had top performers across multiple Easter pack formats, making it the number two Easter brand overall.
Dario says that to make the most of the season, retailers should split Easter into three phases: getting off to a quick start, building momentum, and then gearing up for a “gifting finish” as the festive period reaches its finale.
The first of these phases, “fast start” runs from January until Valentine’s Day.
“Timing is particularly important next year as Easter Sunday falls on 4 April, making the season over a week shorter than last year. This means retailers should stock up on Easter products from the get-go to maximise the opportunity,” he said.
“The ‘fast start’ phase focuses on shoppers looking for treat products for themselves, such as Cadbury Creme Egg and Cadbury Mini Egg. With 84 per cent of shoppers who purchase Easter confectionery early intending to buy again, it’s important to have the products they’re looking for to meet these consumers’ shopping expectations.”
As over half of Easter confectionery is consumed before Easter, capturing consumers right at the beginning of the season is a great opportunity to drive spend and impulsivity in-store, said Dario.
