Premier Foods is running an on-pack promotion through its Cadbury Amaze Bites brand offering consumers the chance to win a luxury shopping spree to celebrate its partnership with Absolutely Fabulous: The Movie. In addition, a special edition flavour – Chocolate Raspberry – is available until August.
Karmel Maletta, Innovation Controller Cadbury, commented: “Since its launch in October 2015, the Cadbury Amaze Bites range has been a massive hit with consumers and is already worth £4m. Special editions, such as our new Chocolate Raspberry variant, not only enable us to offer exciting new flavours, but also help to attract new shoppers to the cake category.
“We are ‘Absolutely’ delighted to be teaming up with such a fun film to offer our loyal consumers the opportunity to win prizes, whilst creating excitement in the category and generating additional cake sales for retailers.”
The film hits cinemas on 1st July and to support the promotion Cadbury Amaze Bites is being sampled at the London Premiere. In addition it will be running a four week national radio campaign from 20th June reaching over 10 million consumers. There will also be a range of digital outdoor advertising at railway stations, as well as in-store support.
As more than half of all cakes are bought without prior planning, Premier Foods recommends that retailers use secondary siting to drive awareness of the Absolutely Fabulous packs. Creating a buzz around the new flavour and the on-pack promotion will encourage impulse purchases, adds Premier.
The promotion will be on pack throughout June, July and August and the competition closes on 19th September.
The new Chocolate Raspberry variant has an rrp of £1.99 and a shelf life of 49 days.
