Cadbury Easter
Mondelēz connected early seasonal planning with an unmissable physical presence to drive customer basket decisions across store and digital channels.
omnichannel sales growth
online sales surge
customer growth
The Background & Objectives
Cadbury needed to win Easter in a highly competitive seasonal category while recruiting new customers across Woolworths. The campaign aimed to connect early planning with physical presence to maintain market a spot in the basket.
The primary objectives were to acquire new seasonal customers, grow overall Easter penetration and category leadership, and convert pre-shop planning into active basket conversion across online and in-store.
Influencing Seasonal Choices Early
Customer insights revealed Gen X represented 37% of confectionery customers, making them the largest seasonal cohort, while Young Families showed the strongest online potential with Easter visits up 34%.
Because seasonal customers switch brands quickly, Cadbury identified that influencing choice early in the planning phase, well before customers reached the confectionery aisle, was critical to driving purchase loyalty.
The Solution
Mondelēz executed an integrated omnichannel strategy that seamlessly connected early seasonal discovery with active basket additions. By linking a high-engagement digital discovery ecosystem with commanding in-store theatre, the activation captured customer intent early and guided them straight through to checkout across every touchpoint.
Start Easter Early
Built top-of-mind brand salience before store visits, ensuring Cadbury entered customer seasonal planning long before baskets were built.
Bridge Digital and Physical
Created a seamless path to purchase by pairing an engaging online discovery ecosystem with high-impact in-store activity.
Strong Strategic Partnership
Achieved exceptional execution through tight objective alignment and collaborative planning across brand and trade activity.
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The Results
By connecting early pre-shop inspiration with unmissable retail presence, the activation seamlessly converted seasonal intent into high-volume basket building across digital and physical stores.
Awarded Best Omnichannel Campaign (>$250k) at Cartology’s 2026 Campaign of the Year Awards, Mondelēz International’s strategy proved how early customer engagement delivers category leadership:
Massive Sales Acceleration: Delivered an exceptional +48% lift in total omnichannel sales throughout the key Easter trading period.
Exceptional Digital Velocity: Surged +95% in online sales YoY, driven by strong engagement with Young Families and pre-shop planners.
Significant Customer Base Expansion: Achieved a +20% YoY customer growth while expanding overall customer penetration by +4.4 percentage points.
