01 July 2016

Cadbury Amaze Bites really are “Absolutely Fabulous”

Premier Foods is teaming up with summer blockbuster ‘Absolutely Fabulous’ to excite consumers and drive additional cake sales for retailers. Cadbury Amaze Bites will be running an on-pack promotion offering the chance to win an ‘Absolutely Fabulous’ shopping spree. The brand is also launching a new special edition flavour  - Chocolate Raspberry.

Premier Foods, through its popular cake brand Cadbury Cakes, is set to drive ‘Absolutely Fabulous’ sales for retailers by linking up with what is predicted to be the British summer blockbuster film, ‘Absolutely Fabulous: The Movie’. The film stars Jennifer Saunders and Joanna Lumley, and will be released by Fox Searchlight Pictures on July 1st.  Cadbury Amaze Bites will be running an on-pack promotion offering consumers the chance to win an ‘Absolutely Fabulous’ luxury shopping spree. In addition, to generate new interest and offer consumers more variety within the Bites sub category, Cadbury Amaze Bites will be launching a special edition flavour – Chocolate Raspberry, available for three months from June to August. 

Karmel Maletta, Innovation Controller Cadbury, comments:  “Since its launch in October 2015, the Cadbury Amaze Bites range has been a massive hit with consumers and is already worth £4M . Special editions, such as our new Chocolate Raspberry variant, not only enable us to offer exciting new flavours, but also help to attract new shoppers to the cake category. Our insight shows us that this new variant will appeal to new consumers, and with the Cadbury Cake brand at an all-time high of £78.7m (+11% and +£7.8m YoY ) Cadbury Amaze Bites are perfectly placed to help retailers increase cake bite sales this summer.

“We are ‘Absolutely’ delighted to be teaming up with such a fun film to offer our loyal consumers the opportunity to win prizes, whilst creating excitement in the category and generating additional cake sales for retailers. The film is a great fit for Cadbury Amaze Bites as both appeal to a similar audience who like to have fun and live life to the max. So it really is an Absolutely Fabulous partnership!” 
Ian Morton, Vice President of International Promotions at 20th Century Fox, said: “We are absolutely thrilled to be working with Cadbury Amaze Bites on Absolutely Fabulous: The Movie. From the start we really liked how fun and joyful the Amaze Bites partnership felt and the campaign has come together perfectly. From the brilliant packaging, very well integrated OOH and terrific radio spot I’m sure the audience for the movie will respond incredibly well to the partnership and we can’t wait to see everything go live over the coming weeks.”
The Absolutely Fabulous film hits the cinemas on July 1st and to support the promotion Cadbury Amaze Bites is being sampled at the London Premiere. In addition it will be running a four week national radio campaign from 20th June reaching over 10 million consumers. There will also be a range of digital outdoor at rail and underground stations as well as full PR and in-store support. The radio campaign features Jennifer and Joanna as their characters Edina and Patsy from Absolutely Fabulous. 

As more than half of all cakes are bought without prior planning , retailers are recommended to use secondary siting to drive awareness of the Absolutely Fabulous packs and to hero the new flavour and the on-pack promotion to encourage impulse purchases. 

The Absolutely Fabulous on-pack promotion offers one lucky consumer the opportunity to win a 5* all expenses shopping weekend in London, plus 20 runner up prizes of two cinema tickets. To enter consumers simply have to text the word FAB to 87007. The promotion will be on pack throughout June, July and August and the closing date for the competition is 19th September. The new Chocolate Raspberry variant has an MRSP of £1.99 and a shelf life of 49 days.

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