Mondelēz prepares for Easter 2018

Mondelēz International has announced a new experiential campaign and various new product launches for Easter 2018.

The Hunt the White Egg will provide consumers and retailers with the opportunity to locate a white chocolate Crème Egg hidden in a random store every day from 1 January onwards. The locator of the egg will win a £1,000 cash prize, in addition to the lucky retailer who will also receive the same cash sum.

According to Mondelēz, the brand held a 47% share of the market in Easter 2017 and was the number one contributor of growth (£20m). It states that one Cadbury Creme Egg was sold every ten seconds during the season and that 50% of all shell eggs sold were Mondelēz International SKUs. Outside of store activity, more than 900,000 consumers allegedly attended Cadbury National Trust Easter egg hunt events during the season this year.

In the hope of maintaining this success in 2018, Mondelēz recommends retailers stock Cadbury Caramel Egg 40g bags (RRP 58p), Cadbury Mini Eggs bags 90g (RRP £1.20), and Cadbury Mini Eggs cartons 41.5g (RRP 60p).

Building upon its successful easter egg hunt theme, Mondelēz will also launch a Cadbury Egg Hunt Pack – Super Pack (342g, £6.99), as well as the Maynards Bassetts Jelly Babies Chicks bag (165g, RRP £1) which will also be available in a 495g gifting jar (RRP £5.19).

Finally, the brand will be releasing the Cadbury Dairy Milk Inclusions Shell Egg Range (570g, RRP £12) in addition to the Cadbury Crunchie Large Shell Egg 278g (RRP £6.15).