Mondelez International is to launch a new campaign reminding consumers about the variety of flavours and textures Cadbury Dairy Milk offers to try and drive incremental sales to the tablets and countlines categories.

Running throughout the first quarter of the year, the £7m campaign is made up of TV, PR, outdoor, digital and in-store and sampling activity. The campaign celebrates the Cadbury Dairy Milk flavours and communicates to consumers that through exploring the range there’s more than one way to free the joy.

Matthew Williams, marketing activation director for chocolate, explained the benefits of the campaign for independent retailers. “Through encouraging consumers to explore the range; trialling a new flavour or re-trialling a forgotten favourite, our £7m multi-channel campaign will drive incremental sales,” she said. “Focussing the campaign on both tablets and countlines provides a significant opportunity to drive incremental sales; we know there is little overlap in terms of shoppers and usage occasions and combined they have a reach of 32 million consumers so the opportunity for retailers is huge.”