Cadbury, the nation’s favourite chocolate brand (Nielsen Total Coverage 52 w/e 25.02.17), will continue to hero its most iconic chocolate singles in a new campaign this Spring.
Launching on May 1, the ‘Singles Sensations’ campaign will leverage the strength of Cadbury’s core singles range to two key purposes; driving awareness to attract a new generation to the category, and reminding consumers of the brands available. The creative calls on consumers to unwrap the brand’s five topselling adult singles -Cadbury Twirl, Double Decker, Crunchie, Boost and Wispa - and will show that the range offers a taste and texture for everyone.
The £6m campaign is the second instalment of Cadbury’s three-year commitment to drive category growth. The 2016 campaign saw penetration grow by 1.3pp and value sales uplift by +7.4% during May alone (IRI MAT to 09.10.16). What’s more, during the campaign, Cadbury singles grew share by +2pp with Crunchie and Double Decker the key heroes as they grew by +10% and +6% respectively (IRI MAT to 09.10.16) during the time of campaign. This year’s campaign is even bigger, running for six months instead of two and will use a full mix of TV, digital, social, out of home and disruptive in-store activity to reach 97% of all adults in the UK.
Barbora Hrdlickova, brand manager for Cadbury singles, said: “As out of home snacking is growing, we’re aiming to drive sales within the singles category by heroing our top-selling brands.
“Last year, we launched with the return of Cadbury Crunchie to screens which was supported by bold experiential activity and fun Snapchat filters throughout the campaign. We will build on this success with a campaign that is three times longer with more joy-filled activation that fits shopper behaviour, both in-stores and online.”