CASE STUDY: Lindt Gold Bunny

Provided by Toucan
Toucan worked with Lindt to increase early season sales of the Lindt Gold Bunny.
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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.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsTargeting Adults & Families
All adultsBoth
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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