Next month will see Cadbury Mini Eggs return to shelves in limited edition Wini Eggs packs as part of a partnership with ParalympicsGB. Consumers who find a golden egg in their 90g packs will instantly win a family trip to Rio.
By purchasing Wini Eggs, consumers will also be supporting the Supercharge ParalympicsGB campaign with 2p from every pack being donated to the British Paralympic Association (BPA). The BPA, a registered charity, has historically received some public fundraising support but the ‘Supercharge ParalympicsGB’ campaign will go further with a major drive to fundraise money to help take ParalympicsGB to Rio and beyond, claimed Mondelez.
The limited edition packs will be supported by strong in-store activation, as well as digital and PR, to help drive penetration in the bitesize category during summer months, stated the firm. It comes after the successful launch of Terry’s Chocolate Orange Minis into the All Year Round Bitesize range, which as a result grew 56% in value sales versus the previous year, proving that popular seasonal SKUs can be leveraged out of season.
Declan Duggan, brand manager for Cadbury Bitesize, said: “In this Paralympic year we are delighted to be partnering with the British Paralympic Association and giving our support to ParalympicsGB while giving consumers something they constantly call for – a chance to eat their much-loved Cadbury Mini Eggs outside of its traditional season. Due to the product’s popularity in the Easter season, we believe that the launch of Wini Eggs will provide retailers with a great opportunity to drive incremental chocolate bag sales during the summer of sport with an attractive £1 offer.”