Treats for dads on Father’s Day

With the growth of traditional celebrations such as Christmas, Halloween and Easter, Kraft Foods has recognised an additional trend for ‘mini-seasons’, such as Father’s Day. With this growing trend the company has established a key opportunity for retailers to drive additional sales and help celebrate dads across the UK with limited edition packs of Toblerone and Terry’s Chocolate Orange (TCO).

A key date in the calendar, Father’s Day has continued to be a focus for Kraft Foods, with key brands growing year on year, during the season. In 2011 this was driven by strong in-store support, relevant on-pack designs of key Father’s Day brands and marketing support.

In the lead up to this year’s Father’s Day (17 June), Kraft Foods has created limited edition sleeves for both Toblerone and TCO with a definitive nod to dad’s everywhere. The new Toblerone pack features a ‘Dad of the Year’ plaque on 400g packs and to tie in with the summer of sport, TCO gets a football makeover with ‘Dad’s Half Time’ on-pack messaging.

These new packs, along with other Father’s Day favourites, including Cadbury Heroes, will be supported in-store with tailored POS. Retailers are advised to create dedicated sales areas in outlet, for these key products, to encourage impulse purchase in the weeks ahead of this key occasion.