Case Study:

Cadbury

The Brief

As part of an ongoing partnership with Cadbury sampling its new Darkmilk product in 2020, Cadbury wanted to continue sampling during the COVID-19 pandemic and reward individuals who needed it most while continuing to grow brand awareness and reach its target audience.

The Solution

During the covid-19 pandemic key health workers put their lives at risk to help others, which aligns with Cadbury’s values as ‘At Cadbury, people always have been, and will be, at the heart of everything we do‘. Together with Cadbury, we wanted to show appreciation to our NHS and Key Workers by distributing 1,859,000 Cadbury Dark milk samples and leaflets to front line health care workers across the UK. In doing so, we unlocked a synergy between its target demographic and NHS workers on our network.

The Results

We received 274,761 product feedback forms and out of the 63% that had not tried this product before, 91% said it has encouraged them to purchase if seen in stores. This fantastic feedback highlights Darkmilk’s ability to drive consumer interest effortlessly. This was a wholesome campaign for us as we received a huge amount of gratitude and appreciation from our campaign participants, as well as generating comprehensive insights into Cadbury’s target audience. A win-win. Cadbury also provided one lucky questionnaire entrant with a Samsung 4K Ultra HD Smart TV & a year’s supply of Cadbury Darkmilk Bars, which as you can imagine was very well received by our winner!

Overall, the sampling campaign reached over 1.8 million consumers and 274,671 questionnaires were completed.