Cadbury is partnering the new live action/CGI movie, Peter Rabbit – launching in the UK on March 16th – for an on-pack promotion which will offer five families the chance to win their own break to the home of Peter Rabbit and Beatrix Potter, the Lake District, plus other Peter Rabbit-themed prizes including tote bags, bunny ears and carrot pens.
Promotional packs will be available across the brand’s family sharing and gifting ranges. In addition, there will be a Cadbury Dairy Milk Peter Rabbit Easter Egg and Toy pack, containing a Cadbury Easter egg and a plush toy of either Peter Rabbit or Flopsy Rabbit from the new film.
Hortense Rothenburger, Senior Brand Manager for Easter at Mondelēz International, says: “Our purple Cadbury egg has been seen as icon of the Easter season for decades and we’re excited to combine this with another British icon with heritage on a number of products in our shell egg, family sharing and novelty ranges.
“This new collaboration allows us to offer something more to consumers and drive even more excitement during the season with a range of joyful prizes that will help families create memories. What’s more, toys are the third biggest gift category after chocolate and flowers at Easter so we believe we can drive more value to the category with our new NPD.”
The star prizes are five Lake District short breaks, including travel and three night’s hotel accommodation for a family of two adults and two children (aged 15 or less), and activities which could include bike hire, a tree top adventure, entry to a Lake District Farm Park or entry to The World of Beatrix Potter Attraction.
Tier 2 prizes include 200 Peter Rabbit carrot pens, 517 Peter Rabbit tote bags; and 300 pairs of Peter Rabbit ears.
Consumers enter by buying a promotional pack and looking for winning coupons inside. Winning coupons have been randomly distributed amongst the stocks of promotional products. Winning coupons have a Unique Reference Number on, and consumers who find one have to go to the promotional website, www.cadburypeterrabbit.co.uk. The promotion is open to resident s of the UK and Republic of Ireland aged 18 and over (there is a No Purchase Necessary route available for consumers living in Northern Ireland).
The new Peter Rabbit movie is based on the characters created by Beatrix Potter. It has been filmed in 3D and combines live-action and CGI animation. Peter Rabbit is voiced by James Corden. Margot Robbie, Elizabeth Debicki and Daisy Ridley as Peter’s sisters Flopsy, Mopsy, and Cottontail, and Sia as Mrs. Tiggy-Winkle. It has been produced by Columbia Pictures and is being distributed by Sony Pictures.
The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.