CASE STUDY: Lindt Gold Bunny
Provided by Toucan
Toucan worked with Lindt to increase early season sales of the Lindt Gold Bunny.
What was the Challenge / Background of the Campaign?
To create a memorable promotion and to increase early season sales.
What was the Campaign Objective?
Boost early season sales as well as creating a buzz and excitement in the run up to Easter.
What was the Solution?
Consumers entered the unique reference number found on 50g, 100g and 200g milk chocolate bunnies and a prize draw decided one lucky winner each week for ten weeks. The winner was then visited by the Lindt Gold Bunny car and presented with 12 gold envelopes. 11 contained a wonderful 5 night UK family break worth £1,500 and one contained a fantastic 24- Carrot Gold Holiday worth up to £10,000.
What were the Results?
This exciting promotion enabled us to gain additional early season listings and facings. Year on year sales to 24th of February grew 64% and sales of our hero 100g product rose by 14% overall. - Lindt Senior Brand Manager
What were the Key Learnings of this Campaign?
Early results for the 2014 campaign are very promising, with an even larger early uptake than 2013.