To celebrate the theatrical release of Peter Rabbit™ (in UK cinemas from 16th March), Cadbury, the Easter icon, is teaming up with the film, which is set to become an icon during Easter 2018.
Peter Rabbit and Cadbury will be collaborating for an on-pack promotion which will offer five families the chance to win their own break to the home of Peter Rabbit and Beatrix Potter – The Lake District – alongside a herd of other Peter Rabbit-themed prizes including 517 tote bags, 300 sets of bunny ears and 200 carrot pens. The promotional packs will span across the brand’s family sharing and gifting ranges.
In addition, an egg-citing NPD will join the shell egg range – Cadbury Dairy Milk Peter Rabbit Easter Egg and Toy pack (72g, £6.99 RRP*). The new product will combine the iconic Cadbury Easter egg with a toy of loveable characters from the film (Peter Rabbit or Flopsy™ Rabbit).
To help retailers drive awareness for the promotion in store, the Peter Rabbit theme will also feature on a number of units in the Cadbury Easter POS suite.
Hortense Rothenburger, Senior Brand Manager for Easter at Mondelez International, comments: “Our purple Cadbury egg has been seen as icon of the Easter season for decades and we’re excited to combine this with another British icon with heritage on a number of products in our shell egg, family sharing and novelty ranges.
“This new collaboration allows us to offer something more to consumers and drive even more excitement during the season with a range of joyful prizes that will help families create memories. What’s more, toys are the third biggest gift category after chocolate and flowers at Easter so we believe we can drive more value to the category with our new NPD. Retailers should stock up on promotional packs and NPDs across the key times of the season to capitalise on excitement around the film and promotional partnership.”