cadbury chocolate cake

The campaign saw top influencers create recipes using selected ingredients

Costcutter is celebrating its “most successful” Christmas social media campaign to date, which drove big increases in store traffic and online engagement.

The Bringing Christmas Together campaign produced a 53% year-on-year increase in traffic to its website and a 27% increase in people who saw Costcutter’s social media content compared with the previous eight weeks.

The campaign offered seasonal tips and solutions, exclusive recipes and a Mondelez-sponsored festive online game which enjoyed record entry levels.

Some 1,700 people won Cadbury Chocolate Mousse snowmen, which they had to redeem in store and which helped drive footfall across the group.

Read more: One Stop hails success of Christmas promotions strategy

The campaign also saw top influencers create recipes using key selected ingredients, all designed to reach new audiences, inspire shoppers and drive footfall.

Baking blogger Jane’s Patisserie created a chocolate cheesecake using Cadbury’s Heroes, Philadelphia Cream Cheese and McVitie’s Milk Chocolate Digestives, which was also trialled as PoS in select stores.

This activity resulted in a 25% increase in ingredient sales compared with the previous six weeks in participating stores, as well as a combined reach of nearly one million across all channels.

“‘Bringing Christmas Together’ was our largest festive campaign to date and our retailers really got into the Christmas spirit to create a fantastic shopping experience for our customers,” said Costcutter director of marketing Sean Russell.

“It was great to see the whole Christmas proposition come together, with our strong supply chain providing a reliable delivery service allowing our retailers to benefit from the right range, pricing and promotional activity to help them thrive over the festive period.”