Feature

Campaign: Cadbury Crispello sampling drive

Agency Pretty Green devised a sampling campaign for Cadbury's new chocolate bar Crispello to encourage Britain to celebrate the naughty moments in life that make us smile.

The Crispello band turned shoppers' stories into song
The Crispello band turned shoppers' stories into song

Client objectives

To deliver a large-scale sampling campaign to drive sales and awareness of the new Cadbury Crispello bars.

With research showing that 50% of people who try Crispello intend to purchase, Pretty Green was tasked with distributing almost 700,000 samples of Cadbury Crispello with an objective to drive sales across the brand’s individual bars and new sharing bags.

The campaign

Taking place in 65 Oasis stores, 250 Toni & Guy hairdressers and four major shopping centres around the UK, the activity was developed to reach the core target audience of 25-year-old+ women by introducing them to the product and asking them to share their cheeky stories in a bid to win prizes. These included a comedy gig with Vikki Stone and giant sharing bags of Crispello.

Oasis stores

Cadbury teamed up with Oasis to tap into the product’s core target audience. Sampling to customers directly, stores offered free Cadbury Crispello bars to complement their purchases and placed branded collateral in changing rooms across the UK.

Toni & Guy hairdressers

The Toni & Guy partnership provided Cadbury Crispello as an extra treat to customers whilst they got their hair styled. Stylists offered a free Crispello to accompany a drink of their choice – adding to the feeling of a decadent treat and encouraging consumers to share their cheeky story via Cadbury’s Facebook page.

Shopping centre tours

Pretty Green and Cadbury Crispello toured the Trafford Centre in Manchester, Selfridges in Birmingham, Westfield London and Cabot Circus in Bristol.

Bringing additional magic to passersby, Pretty Green delivered a three-piece Cadbury Crispello band – entertaining shoppers in typical Joyville style and asking them to share their cheeky little stories before improvising on the spot and turning them into comical songs.

Evaluation

Commenting on the sampling activity, Sian Baker, head of experience at Pretty Green, said: "Using the Crispello above-the-line as inspiration, we created a fun and vibrant roadshow which attracted our female target audience. Additionally, linking with retail partners who also targeted our core demographic gave product advocacy and ensured that Crispello was placed in the right hands."

Sally Barton, Crispello brand manager, said: "This was an ambitious experiential programme with high volume targets and through maximising partnerships and ensuring careful targeting we are confident that we have delivered an efficient experiential programme with strong ROI."

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