Cadbury drives countline sales with £6m TV campaign

Cadbury is continuing its pledge to drive sales of its bestselling countlines this spring, thanks to a new £6m TV campaign.

Launching on 1 May, the Singles Sensations campaign will highlight the brand’s five biggest-selling single lines: Twirl, Double Decker, Crunchie, Boost and Wispa. 

The advert shows that the countline range offers “a taste and texture to suit everyone”, said Mondelez International.

The campaign will run for six months on TV, outdoor and social media, and in-store activity. It aims to reach 97% of adults in the UK.

This year’s activity follows the success of the 2016 campaign, which saw countline value sales grow by 7.4% throughout May. Crunchie and Double Decker in particular saw a sales boost of 10% and 6%, respectively. 

Barbora Hrdlickova, brand manager for Cadbury Singles at Mondelez, said: “Last year, we launched the return of Cadbury Crunchie to screens in a campaign backed by bold experiential activity and fun Snapchat filters. 

“This year, we will build on this success with a campaign that is three times longer and more activity that fits shopper behaviour, both in store and online.”