Mondelez spends big to push Cadbury Creme Egg ahead of Easter holidays
Ahead of the Easter long weekend Pathmatics has revealed Cadbury Dairy Milk’s parent company Mondelez International dominated ad spend in the months leading up to the Easter holiday, spending over seven times more than any other chocolate brand.
In the period from the 1 January to 8 April 2022, Mondelez had an ad spend of approximately $3,300,000, with a key focus on the famous Cadbury’s creme egg being back on shelves in time for the Easter season.
Behind Mondolez was Nestle with a $449,000 ad spend. Interestingly, Nestle has take a different approach this year, running only product-specific advertising, as opposed to anything Easter-related. Its efforts have instead gone into promoting its new packaging without hard plastic.
Lindt was the first brand to commence advertising its Easter products, starting its campaign on the 2nd of February, with a promotion of its gourmet hazelnut mini eggs.
A promotion for Mars’ M&M speckled eggs was the last Easter campaign out of the gate, commencing on the 20th of March.
Darrell Lea had only a $16,000 ad spend for the period and began its Easter campaign on the 3rd of March.
Commentating on the trends, Eugene Du Plessis, Pathmatics ANZ regional director said: “As with all cultural calendar moments, we see a spike in brand’s digital ad spend in the run-up to these occasions, with Easter being a huge opportunity for FMCG brands.
“It’s interesting comparing brand tactics with Mondelez spending big on promoting Aussie age-old favourites, such as the return of the Cadbury’s creme egg. Other brands such as Mars, Lindt and Darrell Lea have instead splashed the cash on revealing brand-spanking-new Easter products for the season in a bid to win a place in Aussie’s chocolate stash.
“Then we have Nestle, spending very little on any Easter-specific advertising, likely because they are already a go-to brand for Easter eggs, and instead focusing its efforts on promoting its existing range of products.
“Pathmatics will continue tracking competitor advertising tactics as the year unfolds, providing deep-dives into industry-specific categories to uncover how brands are capturing the eyes and dollars of consumers.”
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