When Kitchen Range Foods teamed-up with Cadbury to create a Cadbury chocolate donut, Pelican’s food PR team was briefed to help to raise awareness and trial, around the launch of this tasty new treat.
We knew that the utterance of ‘Cadbury’ and ‘donuts’ in the same sentence was a winner with key journalists on consumer magazines, so we made sure they all had samples of the product. This secured press coverage to coincide with the launch.
We supported the launch in Tesco with competitions in magazines and key radio stations and in-store sampling activity. Alongside the launch of the product in Asda we conducted further sampling activity and a series of ‘free donuts for every reader’ competitions with regional and local newspapers in Asda’s strongest trading regions.
Cadbury donuts were mentioned in all of the key trade media and our consumer activity created more than 3.5 million opportunities to see. Our sampling activity and reader offers also contributed to impressive sales increases as well as providing invaluable feedback for the client.