CADBURY

CADBURY Dairy Milk x Curtis Stone | Block Development + Launch

CADBURY Dairy Milk x Curtis Stone

We strategised a multi-faceted campaign to launch the NPD block to Australian consumers, creating hype and encouraging trial.

 

OBJECTIVES

iD was tasked with onboarding celebrity chef and personality Curtis Stone to create a limited-edition CADBURY Dairy Milk chocolate block to celebrate CADBURY’s 100 years of manufacturing in Australia.

We strategised a multi-faceted campaign to launch the NPD block to Australian consumers, creating hype and encouraging trial.

OUTCOMES

  • The NPD block rose to number 1 confectionery item purchased at Coles nationwide during PR period;

  • NPD block went viral on social media;

  • We reached over 63 mil people through our PR and influencer

    seeding program, generating 187 media clips (a mix of TV,

    radio, online, print and social media)

  • Top tier influencers Sammy Robinson (662k), Tanya Hennessy

    (233k) and Melanie Watts (253k) featured the seeding kits

    across their socials.

  • We achieved coverage on Sunrise, Studio 10, nova Fitzy &

    Wippa, news.com.au, Herald Sun, PedestrianTV to name a few.