Mondelez is gearing up for another heavyweight push for Cadbury Creme Egg as part of a £10m Easter 2017 campaign, which will also see a new Oreo variant of its Cadbury Dairy Milk Egg ‘n’ Spoon hit shelves.
Sales of Creme Egg were hit in the wake of the controversy over a recipe change, which wiped £6m off the value of the brand in 2015.
Mondelez said it was “really pleased” with the brand’s performance over Easter 2016, with value sales up £2.6m year on year [Nielsen Easter 2015 vs 2016]. Its new Easter campaign is now set to build on this, with £4m in spend on Creme Egg for Easter 2017.
In 2016, the brand shelled out £4m for a Creme Egg pop-up café in London, as well as Creme Egg Snapchat filters, in an effort to boost sales. It will make a similar investment this year, with further social media activity and another experiential Creme Egg campaign planned.
Mondelez will spend a further £6m on a media campaign for the wider Cadbury Easter range, including a celebration of Mini Eggs’ 50th anniversary.
Among the new products launched this year is the Cadbury Dairy Milk Egg ‘n’ Spoon Oreo (rsp: £3.99/134g), to replace the discontinued vanilla Egg ‘n’ Spoon flavour, and a Cadbury Mini Eggs Hunt Treatsize pack (rsp: £4.09/308g).
Two larger shell eggs targeted towards adults and gifting have also been launched: Cadbury Double Decker large shell egg (rsp: £6.15/307g), and Cadbury Roses thoughtful gesture shell egg (rsp: £8.15/300g).
“We had a strong Easter 2016 and we contributed more growth than any other manufacturer with a 4.5% value increase compared to 3% for the market,” said Hortense Foult-Rothenburger, senior brand manager for Easter at Mondelez. “We believe our Easter 2017 range is our best offer yet.”
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