Cadbury Dairy Milk will be launching a high impact campaign this Spring to remind consumers about the variety of popular flavours and textures Cadbury Dairy Milk offers, and in turn drive incremental sales to the tablets and countlines categories.

Launching this month, the new £7m campaign will be made up of TV, PR, outdoor, digital and significant in-store and sampling activity. The campaign will celebrate the Cadbury Dairy Milk flavours and communicate to consumers that through exploring the range there’s more than one way to “free the joy”.

Matthew Williams, marketing activation director for chocolate at Mondelēz International, said: “Cadbury Dairy Milk is the nation’s favourite chocolate and its mission is to free the joy within us all. This campaign will show that with the great range of flavours available, there is more than one way to do so.

“Through encouraging consumers to explore the range; trialling a new flavour or re-trialling a forgotten favourite, our £7m multi-channel campaign will drive incremental sales.

“Focusing the campaign on both tablets and countlines provides a significant opportunity to drive incremental sales; we know there is little overlap in terms of shoppers and usage occasions and combined they have a reach of 32 million consumers so the opportunity for retailers is huge.”

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