Christmas has come early at Activation with their latest on-pack promotion for Dromona, a leading butter brand from Dale Farms in Northern Ireland. 

With a squeeze on finances consumers may be shifting out of branded butter so the team needed to create an activation to stand out on shelf, adding value to the shopper and driving rate of sale at Christmas.

To get attention for the brand and drive that stand out during the noisy festive period, encouraging shoppers to pick up a pack, Activation wanted to create a unique on-pack promotion…with a Christmas twist!

The promotion is all about unwrapping joy…  by unwrapping their promotional pack of Dromona butter and finding a special Christmas gift-wrapped pack hidden inside, 5 lucky shoppers will win £1,000 instantly!

For those Dromona shoppers who aren’t lucky enough to find a winning pack, they also have a chance to win 1 of 10 weekly Dromona foodie hampers. Each hamper is filled with quality, local ingredients to make delicious Festive treats and more.

Packs start rolling out into stores from the 31st of October, so keep your eyes peeled for our striking gift-wrapped butter block designs on shelf. Good luck!

See the website at www.winwithdromona.com

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This week Vodafone launched a time-limited new instant win promotion where customers could win the brand new iPhone 11 through an augmented reality game in various locations around London. The promotion had only been advertised for a few days prior to going live through Global radio stations within London. This activation was delivered by Mando, Wavemaker, Ogilvy and Block V.

Vodafone brought the Interactive “Vatoms” to life by dropping them in 6 locations that changed daily in the capital for 2 hours each day. Influencers such as Love Island’s Maura Higgins and Tommy Fury helped reveal where the locations were on their stories alongside sneak peeks on the Vodafone social channels and the VeryMe app.

With 6 Vatoms available to play at each location, customers raced around to collect them by visiting www.findunlimited.co.uk and taking part in the augmented reality game. Once a Vatom was found, participants could click on it to reveal instantly if they had won.  Some of the iPhone 11 winners were even lucky enough to be handed their prize there and then. Other prizes included the Apple iPad Air, Apple Tv, Apple AirPods and App Store and iTunes gift cards.

Thousands of people took part in the promotion over the course of the 5 days and Mando have been absolutely thrilled to be part of this inspiring and innovative new instant win promotion alongside Ogilvy, Wavemaker and Block V. Today (Friday 27th September) is the last day for the promotion.

Leonie Walker, General Manager of Europe, said: “It’s wonderful to be part of something so innovative. Augmented reality is increasingly on the rise as a way of engaging customers to surprise and delight them.”

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Becky Munday, CEO at Mando, addresses customer lack of belief in brands Instant Win promotions, and shares how brands can shape their promotion to encourage customers to enter.

In times gone by a Winning Moment competition was one of the most popular mechanics for a brand to run. However, over the last couple of years there have been a few people creating a small amount of negative press. These so called “Experts” are making brands think twice before running these competitions and customers are missing out on the chance to win brilliant prizes and engage with the brands they love.

Some of these “experts” run online blogs, writing about their experiences of entering competitions. They claim to make a living out of winning prizes designed to reward consumers for purchasing the brand. I believe, that they are actually damaging some brands reputations by stating that these competitions are unfair and misleading, just because they don’t know anyone that has won. I blame the internet. This forum provides instant access to information and you think you know everything with Google at your fingertips.

A number of brands have got into hot water in the past over “Experts” claiming that these promotions are misleading. Covent Garden Soup in 2012 ran a competition with the chance to win £500,000 as a top prize. Although 260,000 customers entered, due to the winning URN not being entered that the algorithm was assigned to, the top prize wasn’t won. This resulted in a small number of people complaining that the promotion was unfair. Annie Swift, Chief executive of the IPM (at the time), said: “There was nothing wrong with the terms and conditions. It was legal, and it followed the rules which cover promotions like this.”

20 years ago, McCain put blue chips inside their packaging and if customers found one they won a family trip to Disneyland. Only a few were claimed but I don’t remember one person complained. This is partly due to the internet. Now it is easy for “Experts” to speak to each other in forums and social media groups where they can quickly jump to conclusions because none of them have won. The problem is this is more a maths probability problem than a brand ethics problem. If there are only 10 prizes across 35 million packs or codes and 20,000 “experts/compers” enter, the probability is they will not have a winning code.

McCain got into trouble with the ASA in 2018 for exaggerating prizes (£3m prizes available), but it was only after a complaint, the universe and chance of winning became public. The ASA upheld the complaint, but with a few small tweaks such as a clearer headline, a smaller pack universe and a greater allocation of lower tier prizes, McCain could run a fabulous Instant Win promotion that really gets customers talking positively. Instant Win and Winning Moment Promotions must comply with the CAP Code, and rule 8.20 states: “Promoters must not exaggerate consumers’ chances of winning prizes. They must not include a consumer who has been awarded a gift in a list of prize winners.”

The CAP Code does not state that customers must be told what the universe is for the competition. Customers only have to be told how many prizes are available to be won, and unless explicitly stated that prizes are guaranteed to be won, there is no promise that every prize will be won. This is not considered as unfair by the CAP Code.

Customers want to hear that other customers have won, making it believable, which is why we always encourage brands to offer a tiered system of prizes, ensuring that there is not just one top prize, but thousands of smaller prizes that can be won too. However, Mando has worked with a brand that has been running the most famous Instant Win and Winning Moments promotion for the last 15 years. It is so famous and successful due to the promotion itself as a whole driving sales and awareness, and customers actually win prizes as there are so many of the lower tier options on offer.

Brands should not shy away from running these promotions just because there are a small number of people that feel they are unfair because they haven’t won. With the correct promotional advice and ensuring that the promotion complies with the CAP Code, brands should still run these promotions to appeal to the everyday and most loyal customers, not just the ones that buy their products to make a quick win.

For more information or to find out how we can help with your upcoming sales promotion please contact Amy Hemstock on 01296 717900 or Amy.Hemstock@mando.co.uk

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Foster’s is giving consumers the chance to win a unique trip to “the thirstiest place on earth” – Ayers Rock, Australia – in an on-pack summer promotion in partnership with music and discovery app, Shazam.

Running until August 31st, the on-pack prize draw means Foster’s fans who buy a multipack and ‘Shazam a Can’ could win a variety of items including chill disks, chiller seats and slings, as well as well as the ultimate trip to “the thirstiest place on earth”.

Shoppers just have to scan the Shazam icon on the can with their mobile devices to enter the competition. They will be notified instantly if they have won one of the thousands of instant prizes.

The winner of the trip to Australia will be selected via a prize draw at the end of the campaign.

Foster’s says it is activating its “For the thirsty” platform throughout the summer months to drive penetration at a time when shoppers are looking for crisp, cool refreshment.

Toby Lancaster, Category and Shopper Marketing Director for Heineken, says: “With 52% of beer and cider value sales taking place over key seasonal periods, our on-pack promotion throughout the summer offers a great opportunity for retailers at a time when shoppers are looking for crisp, cool refreshment. Activating on-can means that we that we are able to cover a greater number of our SKUs, incentivising purchases and driving additional sales for retailers over the summer months. We are very much looking forward to revealing the lucky winner at the end of August.”

Foster’s on-pack promotion is available across 4 x 440ml, 10 x 440ml, 12 x 440ml and 18 x 440ml can pack formats and also Foster’s single 440ml and 568ml cans.

Heineken is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business, and employs almost 2,200 people. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, as well as a range of niche and speciality beers.

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There’s been a lot of negative comment about the Winning Moments mechanic now being used in many prize promotions. But is the problem with the mechanic, or how promotions are being explained to consumers, asks Steve Berry of Emirat

Following some negative press about the overall odds of winning and the number of actual winners in some recent prize promotions, frozen food company McCain has become the latest brand to announce that they won’t be running any more Winning Moments-style prize promotions in the future.

The complaints about Winning Moments, and the strategic reaction by many promoters to them, lead many to ask if this reflects how all consumers feel. Is everyone losing faith in Winning Moments? I would argue not.

The average consumer would more than likely take a promotion in the spirit it was created – as a bit of fun. I am certain that McCain in no way set out to do anything other than inspire and delight their consumers with a fun and attractive promotion.

I don’t, in truth, know the facts – I didn’t work on this promotion – but I would guess McCain, working within a set budget, used fixed fee or promotional insurance to stretch that budget and provide the opportunity to win as many prizes as possible. Their intent ultimately would have been to make it more exciting, more appealing and to get a better response.

Compliance with the CAP Code

If this promotion was set up and implemented in accordance with the Committees of Advertising Practice (CAP) codes, the rules which govern all marketing activity in the UK, which I imagine it was, then all the prizes which the public were told could be won were in fact available to be won.

Therefore, the fact remains, had more people played, more prizes would have been won.

Let’s not forget, the whole idea of a promotion is as an enticement to purchase, the end goal being that you purchase the product, not enter a promotion. Furthermore, not all promotions guarantee a reward in exchange for this purchase, and they are not intended to. It’s a bonus, an add-on, a supplement to the product which is, most importantly, what you are actually buying!

The bag of chips cost no more than usual, therefore it hasn’t cost anything to enter this promotion. What then is there to feel disgruntled about? It’s not like buying a lottery ticket where you are actually paying to enter a competition. But again, with this too, you are only given a chance to win and no guarantees are given.

So why then, in the context of a promotion, which you are not paying to enter, does the idea that someone ‘could’ win seem to be an alienating concept all of a sudden?

I have read a lot of criticism and cries for promotional prizes to be ‘guaranteed’; but before promoters react, I would ask that they put this into context. While a promotion might guarantee prizes and therefore winners, it doesn’t dictate any differential in the ultimate appeal or number of participants that engage in a promotion. More winners, yes. More entries? Sadly, no.

Having a small number of guaranteed prizes can actually harm your promotion and objectives. This is due to the fact that the average consumer will perceive that, with only a few prizes to be won, they have very little chance of winning and so won’t bother to take part.

Worse still, they may not even buy the product, or in the frequency you are looking for, which is the whole reasoning for running the promotion in the first place!

The prizes are then only won by those that bother to take part, who perhaps aren’t the target audience that the promotion is aimed at.

I have seen for myself the same pool of participants winning prizes repeatedly during a promotion and in lots of cases, across a variety of promotions. These people are naturally the first to criticise a promotion with longer odds and no guaranteed winners because, frankly, they aren’t winning.

Your average consumer probably wouldn’t have the same view and it’s a shame for any brand to shy away from a Winning Moments promotion because of the view of a minority.

Winning Moments – indeed, all prize promotions with a ‘chance’ element – have their benefits. They allow for more inspiring and exciting promotions, which we all know have a far greater marketing impact, reach and ROI than your average free prize draw. They can help facilitate the creative, fun and fabulous promotions that we love to see on the shelves, by making them affordable and exciting at the same time. I don’t want to see promotional marketing like this disappear, especially when it really doesn’t have to.

In all fairness, though, there are perhaps two sides to this argument. You could argue that if you usually buy a different brand and made a buying choice solely based on the ‘chance’ to win something, do you deserve better odds? Maybe a guaranteed reward? I can certainly see the point to this argument.

Striking a happy medium

Perhaps, then, there has to be a balance with these things, a way to offer a fantastic promotion and keep the odds reasonable; by being just that.

Here, in my humble opinion, is how to go about striking that balance:

• Create a good ratio of packs to wins – 100m packs and a few prizes that ‘could’ be won isn’t a good ratio to go on. Decide what would be reasonable for your customers, what you’d expect to see as a consumer and go with that.
• Guarantee some of the prizes – put aside some of the budget to ensure you have winners.
• Use the other part of the budget to cover additional prizes and have ‘winning opportunities’. This will allow for the budget to go further and the promotion be as exciting as you’d like it to be!
• Mop Up – have a prize draw after the close of the promotion to compensate for late entries and entrants who’ve entered during the promotion and not won.
• Limit the number of winning individuals – so that the same people don’t get all the prizes and it’s fair for everyone.
• Don’t scrimp! The promotional website shouldn’t cost more than the promotional prizes! If it does, you probably need to look at it again.
• Be upfront. If you’re clear about the prizes and the odds, the choice for consumers is easy – buy and take part or don’t. It’s not about misleading anyone, ever!
• Choose your words carefully. Transparency is key; ‘’to be won’’ isn’t the same as ‘’could be won’’. Make sure you’re using language that can’t be misunderstood.

Steve Berry is managing director of fixed fee and promotional risk management company EMIRAT.

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Household towel brand Plenty is collaborating with Disney ahead of the hotly-anticipated launch of the Disney∙Pixar film Incredibles 2, which will be released in UK cinemas on July 13^th.

Manchester-based marketing agency Blue Chip has created an on-pack promotion for Plenty which runs across two million Plenty ‘The Stylish One ‘packs. The activity aims to recruit younger families into the category by offering the chance to instantly win one of 10,000 Incredibles 2 plush toys. Plus there is a prize draw to win an adventure holiday for a family of five to visit Queenstown, New Zealand.

To enter, consumers must visit www.plentywins.co.uk/incredibles2 and provide their full name, contact telephone number and a genuine email address along with the unique code found on the inside of every promotional pack. There are 10,000 Disney∙Pixar Incredibles 2 plush toys to be won instantly online. The toys are around 7 inches tall and represent the main characters of the Incredibles 2 film – Bob Parr (Mr Incredible), Helen Parr (Elastigirl), and their children Dash, Violet and Jack Jack.

Winner selection is via ‘winning moments’.

In addition to the instant win, everyone who enters their unique code online at the microsite, whether they have won a toy or not, will be put into a random prize draw to win a holiday to Queenstown, New Zealand for a family of five.

There is a No Purchase Necessary entry route for Northern Ireland. In the Republic of Ireland, where the law requires that brands operating prize draws where consumers have to buy a product to enter must partner with a charity which has been granted a lottery license, Plenty is working with LauraLynn Children’s Hospice.

The promotion went live this week and will be supported with a full media campaign including TV, social and in-store throughout the summer months.

Jess Harper, Account Director at Blue Chip, says: “This promotion will really inject some fun and excitement into the Household Towel category, not only by adding value with every pack, but also through recruiting younger families into the category and ultimately driving incremental volume.”

The release of the Incredibles 2 film sees Helen (voiced by Holly Hunter) being called on to help bring Supers back, while Bob (voice of Craig T. Nelson) navigates the day-to-day heroics of “normal” life at home. Meanwhile, a new villain hatches a brilliant and dangerous plot that only the Incredibles, working together, can overcome.

Consumers can enter on the microsite until 30^th November 2018. All valid entrants will be submitted into the prize draw for the holiday prize, the winner of which will be drawn on 3^rd December 2018.

The Plenty brand is owned by Essity, formerly part of SCA, the giant Swedish paper products group. Other Essity brands include Cushelle paper towels and the TENA range of personal hygiene products.

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Mars Wrigley Confectionery UK is launching The Sweetstake, a new football-themed on-pack promotion offering consumers the chance to win millions of prizes including free products and cash instantly, plus entry into a final draw for £10,000.

An adaption of the classic football fan tradition of “sweepstakes”, the unique promotion will run across 11 brands in singles, multipack and pouch packs. There will be 100 million promotional packs in the market from the 23rd of April in the lead up to and during the football this summer.

Mars Wrigley is not an official sponsor of the FIFA World Cup, taking place in Russia this summer, which is why there are no overt references to the tournament, just generic football references; but the confectionery giant is obviously hoping to benefit from increased consumption of its products by fans watching the matches on TV. Mars Wrigley suggests that 80% of UK football fans will watch the games at home.

Every promotional pack purchased gives consumers entry to The Sweetstake and there will be over 700 different The Sweetstake gameplay scenarios available across the promotion. Shoppers will need to enter the unique codes found inside the packs onto a microsite to see if they have won a prize, if their gameplay scenario occurs.

Each pack carries a 1 in 7.7 chance of winning prizes, which include cash prizes of £5, £20, £500 and £10,000, and also free products which are redeemable by coupons, driving shoppers back in store. Every entrant will also be added to a £10,000 super draw to be held at the end of the promotional period (16th July).

Promotional packs will all carry a visible flash, with a WIN beacon consistent across all of them. On top of this, the Mars brand is the official chocolate partner of the Men’s England Football Team, and Point Of Sale displays will be available featuring three famous players to capitalise on the nations support: Dele Ali, Marcus Rashford and Jamie Vardy.

Mars Wrigley Confectionery UK will also drive awareness of the promotion with a £1.2 million media spend, including a TV commercial featuring England players Marcus Rashford, Jamie Vardy and Jordan Henderson.

The promotion will also be supported by digital and live Out Of Home (OOH) media.

Katie Walland, Mars Brand Director – Mars Wrigley Confectionery UK, says: “Rooted in cutting edge shopper and consumer insight, we’re confident The Sweetstake can, with a £1.2m media spend, drive growth across the category, boost sales for retailers, and provide consumers with a way to enjoy football even more with Mars Wrigley Confectionery UK’s blockbuster brands.”

Walland adds: “As a partner of the England Football Assocation, and as supporters of the England football team, the Mars bar has football in its DNA and Mars Wrigley Confectionery produces the perfect products to stock up on ahead of a big tournament.”

Mars is the 10th biggest chocolate brand in the UK, with of £77.5m. Mars Wrigley confectionery brands include M&M’s, Snickers, Dove, Galaxy, Mars, Milky Way and Twix, Doublemint, Extra, Orbit and 5 chewing gums, Skittles and Starburst candies, and Altoids and Lifesavers mints.

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McDonald’s launches McDonald’s Monopoly Wiiiin, the latest version of its annual Monopoly promotion, on March 21st 2018. The promotion ends May 1st 2018.

This is the 13th consecutive year that McDonald’s has teamed up with Monopoly’s owner, global toy and game company Hasbro, for a promotion themed around the classic board game. The annual McDonald’s Monopoly campaign is one of the biggest promotions in the world, if not the biggest, in terms of prizes.

The promotion is open to consumers aged 16 or over who are UK, Isle of Man or Channel Islands’ residents. There is a No Purchase Necessary route for Northern Irish consumers.

There are four ways consumers can win prizes by collecting the game stickers which come with McDonald’s menu items:

• Instant Win – peel and reveal one of millions of prizes to win instantly. Prizes include £25,000 cash, MINI cars, Xbox One X game consoles, cameras, speakers, experience vouchers, cinema tickets, fashion vouchers and Sky passes.
• Collect to Win – collect and complete property sets from the classic Monopoly board to win prizes including £100,000 cash, holidays to Universal Orlando theme park, games consoles, speakers, NOW TV passes, fashion vouchers and experience vouchers.
• Online Win – all stickers carry a unique 10 character code which can be entered online at mcdonalds.co.uk/monopoly for the chance to win instant prizes every minute including cash, Deezer premium subscriptions and CeX vouchers, Sky Store vouchers and millions of other prizes.
• Finally, the ‘Got 10 Spares Game’ allows consumers to turn any 10 property sticker combinations into a Sky pass allowing them to get one day of Sky Sports or one month of Sky Entertainment, Sky Cinema or Sky Kids. Players can claim up to three passes during the lifetime of the promotion, but they have to be different.

The total prize pool on offer includes four lots of £100,000 (for getting both Mayfair and Park Lane), four lots of £25,000 in cash (instant win prizes), 20 MINIs, 20 Universal Orlando trips, 500 Xbox One X games consoles, 13,000 bundles of a NOW TV box and annual pass, Best Western Hotel breaks, Red Letter Day vouchers, Missguided or Mennace fashion vouchers, KitSound Wireless Speakers, Sony Action cameras, Mello skateboard kits, cinema tickets, PrezzyBox.com vouchers plus a range of online retailer discount vouchers and free McDonald’s menu items.

The promotion was created by The Marketing Store, which has been working on the McDonald’s Monopoly promotions for many years, with advertising created by Leo Burnett London.

Full terms and conditions and a full list of all prizes are available on the promotional website, monopoly.mcdonalds.co.uk.

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Snack brand McCoy’s has relaunched its ‘Win Gold’ campaign for 2018, offering a prize of £10,000 to shoppers who find one of five gold crisps hidden in packets of McCoy’s.

The Dig for Gold on-pack promotion runs alongside a £1.5m television campaign that will see the ‘When Flavour Calls’ creative return to TV screens. In the TV ad, which is also being used on social media sites, KP brand spokesman, everyman hero Thomas, gets a call from Flavour on his golden telephone receiver (a reference to McCoy’s over-arching ‘When Flavour Calls’ brand campaign) and starts searching his packet of Salt & Malt Vinegar McCoy’s to see if he has won.

On finding a Golden Crisp, his grey office is transformed with a mound of gold, while his colleagues work on.

The promotion runs until midnight on May 31st 2018, across McCoy’s multipacks in both Classic and Mighty Meat flavours and McCoy’s Grab Bags. To enter, consumers must be 18 or over and residents of the UK (England, Scotland, Wales and Northern Ireland), Isle of Man and Channel Islands. There is a No Purchase necessary route for Northern Irish consumers.

There are five prizes of £10,000 available to be won instantly – five Golden Crisp Tickets have been randomly inserted inside individual 47.5g grab bags or outer wrappers of multipacks of 28.5g bags, and if a consumer finds one, they have won. If a consumer does find a Golden Crisp Ticket, they have to retain it and the associated Golden Crisp, plus the original packaging, and contact the promoter using the details provided on the Golden Crisp Ticket. They will then get a claim reference number and next-step instructions.

Win Gold is also being supported with shopper investment across Tesco stores and Convenience and Impulse outlets.

Jeff Swan, Marketing Director at KP Snacks, says: “We are excited to see Win Gold back for 2018! With McCoy’s experiencing phenomenal growth in 2017 and the brand now worth £120m, we are pleased to be repeating such a popular promotion to help retailers drive sales.”

According to AC Nielsen figures, McCoy’s is the UK’s number one ridged crisp brand. McCoy’s saw 14.5% growth in 2017, with McCoy’s leading Grab Bags Flame Grilled Steak, Salt & Malt Vinegar, Cheddar & Onion growing at +6.4%, five times faster than the nearest competitor.

KP Snacks is the UK’s number one manufacturer of nuts and number two manufacturer of bagged snacks. It manufactures brands including McCoy’s, Hula Hoops, KP Nuts, POM-BEAR, Butterkist, Skips, Space Raiders, Discos, Nik Naks, Wheat Crunchies, Royster’s, Brannigans and Frisps. It also makes own-label snack brands for leading UK retailers.

KP Snacks is part of the Intersnack Group, Europe’s leading producer of savoury snacks, operating in around 30 European countries.

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Cadbury’s second phase of its partnership with the Premier League kicks off this month with a ‘Win a Legend’ promotion targeting consumers across the country.

Running from January 1st until March 31st 2018, the new promotion offers consumers the chance to win an experience day with a Premier League legend (Thierry Henry, Ian Wright, Jamie Redknapp or Michael Owen) plus thousands of instant win prizes, including pairs of match tickets and Cadbury Premier League merchandise, when they purchase a ‘legendary’ product from the Cadbury Dairy Milk range.

Cadbury says the Legend experience days will be tailored as much as possible to the winners’ wishes but might include one of the Legends visiting a winner’s local football team and supporting it from the sideline (including a half time team talk with players and a meet and greet with players and spectators) the chance to watch a live Premier League match with a Legend (including transport to the match, hospitality tickets with family/friends, opportunities for photos and autographs).

To enter, consumers need to purchase a Cadbury Dairy Milk core single or tablet (Cadbury Dairy Milk, Cadbury Dairy Milk Caramel, Cadbury Dairy Milk Fruit and Nut or Cadbury Dairy Milk Whole Nut), then visit www.CadburyLegends.com and upload a digital photo of the product, clearly showing the Cadbury logo, to the site.

The promotion is open to anyone aged 18 or over living in the UK and the Republic of Ireland (who is not connected to the promoters). It runs from now until March 29th and entrants must have Internet access, an e-mail account and the ability to take and upload a photo.

Tier 1 prizes include four Premier League Legend Experiences (up to the value of £2,000). There is no guarantee which player the experience will be with. Tier 2 prizes include 10 pairs of tickets to a Premier League match for the 2018/19 season. There are 2,000 Tier 3 prizes including Now TV Sky Sports one month passes, scarves, footballs and football bag and water bottle combinations.

Tier 1 winners will be selected in a random draw to take place by April 6th from all entries received throughout the promotional period. Tier 2 and 3 Prizes will be allocated according to random pre-determined ‘winning moments’ across the promotional period.

There is a No Purchase Necessary route for Northern Ireland.

Supported by a £4m full-brand campaign, including Out of Home (OOH) and digital plus POS, the promotion aims to help drive penetration and frequency both in the singles and tablet categories of the confectionery market.

Katrina Davison, brand manager for Cadbury Dairy Milk, says: “Mondelēz International has been a great contributor to incremental growth for chocolate singles, particularly within the first quarter of the year. Last year, our Cadbury Dairy Milk ‘flavours’ campaign in Q1 drove +5% ROS and reached 91% of adults 10.9 times. What’s more, our first and broadest on-pack promotion with the Premier League is driving excellent results – double digit growth in grocery channels and Mondelez is driving penetration gains across the market.”

Davison adds: “We’re eager to push growth even further with our latest promotion. We’ve focused on our core range, which are legends themselves within the confectionery category, and coupled it with strong support so we expect demand to be high.”

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 global Power Brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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