Chocomel is gearing up for an August "choc-full" of eye-catching promotional activity, including advertising, sampling and influencer content designed to raise brand awareness and increase penetration.
A comprehensive digital media campaign delivered across YouTube, Facebook, Instagram and Tik Tok rolls out this month. This activity will see Chocomel work with more than 60 influencers as part of the "Sharing Not Required" campaign that encourages consumers to choose both Chocomel and themselves – "after all, there is no 'we' in Chocomel, but there is a 'me'."
A four-week sampling activity will run across August and September, delivering 225k Chocomel samples in the iconic 250ml can to shoppers in high footfall areas all over the country. This activity will be supported with the issue of free Chocomel coupons, redeemable at five major retailers.
This will be further supported by nationwide out of home advertising activation with digital six, 48 and 96 sheet media.
Within retail, there will be Chocomel in-depot takeovers at United Wholesaler Grocers, as well as POS trials in Parfetts and Premier Stores. Chocomel expects to deliver a +25 per cent uplift across 250ml format ROS as result of this campaign.
“For nearly 90 years, Chocomel has been a firm favourite in the Netherlands," said Gabriella Sudall, Marketing Manager NPD (Chocomel) at FrieslandCampina UK. "Since launching in the UK in 2019, Chocomel has captured the imagination of UK shoppers with its great taste and vibrant branding. Chocomel is driving the growth of this category growing 45 per cent year-on-year, way ahead of the category average, and is worth £6.94m.
“We know that once consumers try Chocomel they have a high repeat-purchase frequency. By investing in this summer’s three-pronged campaign approach, we have an expected reach of 85m, guaranteed to raise awareness and recruit new fans as we bring the brand to an even wider audience. After all, 300m serves devoured per year can’t be wrong!”
