Influencing Buyer Behaviour
project name

Influencing Buyer Behaviour

Extending Seasonal Shopping Events

description
  • Client:

    Cadbury - Mondelez Internation

  • Task:

    Promote Cadbury Easter

Shoppers needs change around different occasions, for Easter the purchase of chocolate moves from personal to sharing to gifting.
We used this insight to extend the Easter occasion from a four-week to a twelve-week volume driving opportunity. We achieved this with modular display units that demanded floor space and changed from individual packaging formats to sharing formats and again to gifting formats over the campaign period. This resulted in 17% growth nationally.