Cadbury will be hoping to reach the number-one sales spot with its limited-edition Big Race bar, which marks the next stage of the firm's Olympics campaign: Spots v Stripes Race Season. The launch will be supported by a £6.5m campaign including TV advertising, which kicks off on March 1 and runs for seven weeks until April 17. In addition, there will be digital and PR activity with Cadbury laying down four online and in-pack challenges and five off-line challenges, which offer consumers the chance to become Guinness World Record holders. Big Race bars also feature an on-pack promotion whereby consumers can enter an online code found inside its wrappers. Whoever enters the code fastest will hold a World Record.
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