Froneri has launched a new Match Attax promotion across its range of Cadbury-branded ice creams, to tie in with the brand’s sponsorship of the Premier League.
The promotion involves giving away free packs of Match Attax cards across 1.9 million boxes of Cadbury’s ice cream sticks. The Match Attax cards can be found in packs of Cadbury Dairy Milk; Cadbury Crunchie Blast; and Cadbury Dairy Milk Caramel.
The promotional packs are available in stores now and are being supported with digital activity, as well as an in-store marketing campaign. Match Attax is the official trading card game of the Premier League.
Helen Sharp, brand manager at Froneri, said: “Cadbury plays a unique role in ice cream due to the brands appeal to the family audience and the role it plays in the family dinner occasion, which is the largest occasion within the total ice cream market, accounting for 29.9% of ice cream eating occasions. Kantar Usage Data, 52 wks to 12 August 2017.
”We wanted to build on this positioning with our promotion by connecting with parents at a key time and adding value to their purchase.”