Mondelēz International brands Maynards, Bassetts and the Natural Confectionery Company have teamed up to run their biggest-ever on-pack promotion, created by Initials and featured on 21 million packs.
The nationwide ‘Win Nothing but Fun Every Day’ campaign runs from now until 4th October 2014. Everyone who enters will win a prize or reward from a fund that ranges from money-off coupons to experiences and product prizes such as a giant outdoor Jenga, Samsung home entertainment unit, spa weekend, a golf weekend and lesson with a PGA pro, a European weekend away, or the chance to chase the Northern Lights in Iceland.
Each promotional pack carries a large magenta sticker with a unique eight-digit code that can be entered online via the dedicated microsite, where winners will get to choose their own prize from ten options. Shoppers can also enter their code on the go via a mobile optimised version of the site. The website has been designed and built by Initials, using the assets consistent across the whole campaign.
In addition, the promotion will have strong support in the form of POS in-store.
Pippa Lewis, brand manager at Mondelēz International, said: “This is the first-ever cross brand promotion within Candy for both Mondelēz International and the category of its scale with the campaign featured on 32 SKUs. The campaign objective was to deliver a promotion that would remind, excite and encourage purchase across our three fantastic Candy brands Maynards, Bassetts and TNCC. We wanted to create an ownable campaign that could truly leverage these brands, driving fun, across all channels, all customers.
“We are extremely excited to launch this summer of fun with ‘Win Nothing But Fun Every Day’. The campaign is bright, bold and very pink, exciting for both retailers and consumers as everybody wins! We have worked extremely hard to ensure the prizes are relevant and fun for the family to be enjoyed independently or shared. They really are fantastic!”
James Willoughby, client services director at Initials, added: “Rather than simply focusing on discounts, we wanted to create something that consumers could really enjoy and engage with, which is why we opted for an ‘everyone’s a winner’ prize mechanic. We’ve worked with fun, playful messaging and summer colours to ensure the packs appeal to the diverse audience that buy these brands, from kids to adults alike.”