Mars delivers striking Easter product campaigns and promotions
M&M's Bunny product range is just one of its key launches this Easter. Image credit: Mars
A series of engagements from Mars Wrigley has continued in the build-up to key Easter markets, including several core launches and its striking “Bunny Off” competition between Maltesers chocolate, popcorn and M&M’s ranges, writes Neill Barston.
As the business noted, its promotional initiative has aimed to bring consumer awareness of the core trio of lines, as the company notes key category year-on-year growth of over 2.2% for its seasonal portfolio.
This comes despite constraints on many household budgets that has impacted on sales of luxury product items, including chocolate ranges – which has in turn reportedly seen a rise in the prominence of own-brand and private label offerings.
For its part this Easter, Mars has expanded its offering to feature new Maltesers Mini Eggs, a Twix White series, as well as a UK rollout of Galaxy Minstrels Mini Eggs, backed by promotions themed around treat hunts, gifting and bakery occasions.
As for its interactive “Great Easter Bunny Off,” this has continued to invited shoppers to vote for their favourite bunny, offering the chance to win £10,000, as well as a number of instant prizes.
There has also been wider promotional offerings including additional in-store merchandising to draw people into its latest series, as well as digital retail initiatives that have broadened its campaign beyond stores.
Steve Waters, senior brand manager, Easter at Mars Wrigley, believed there was strong momentum going into the season.
He said: “At Mars Wrigley, we continue to build on the strength of our much-loved brands to create new products that delight shoppers and deliver growth for our retail partners.
“For Easter 2026, we’re expanding our portfolio with a line-up that combines flavour innovation and playful seasonal design to help retailers make the most of this momentum.”
“From the launch of new mini eggs, which tap into the growing small sharing segment – now worth 24% of total Easter sales and growing +28% year-on-year– to the traditional occasion of gifting shell eggs to friends and family in the later part of the season. The Mars Wrigley Easter portfolio allows shoppers and consumers to partake in those key Easter rituals of sharing, gifting and treating.”
Retail guide
As the company noted, the Easter period remains second only to Christmas in terms of physical opportunities for promoting the brand.
In response, Mars has devised its ‘Hop To It’, a downloadable guide with category insight, display guidance and sales advice to help convenience retailers make the most of the last-minute Easter sales opportunity.
From last-minute Easter eggs to treats for unexpected guests and Easter egg hunt supplies, customers on eleventh hour Easter confectionery missions require convenience, making it a prime time for retailers.
Lauren George, external communications manager, Mars Wrigley says: “Even in a value-conscious climate, the Easter season is a moment where shoppers are prepared to spend more for products that feel special, look impressive and are a worthy gift for friends and family.”
“It’s clear that retailers optimising their stores for last-minute shoppers in the final trading days before Easter see significant returns. These shoppers are your most profitable customers, and they’ll reward retailers that make their purchase as effortless as possible.”
