Burton’s Biscuit Company is targeting key gifting occasions such as Mother’s Day and Easter with the launch of a limited edition ‘With Love’ version of its highly successful Cadbury Fabulous Fingers.
The new variant includes three trays of Cadbury Fabulous Fingers in a 330g carton featuring a springtime flower design. The message ‘with love’ features prominently on the front of pack.
In addition, the back of pack features a panel for people to write a personal message under the headline: fabulous in so many ways. David Costello, Burton’s Biscuit Company Category and Activation Controller, says the gifting pack will appeal to people who want to treat their loved ones with a personalised gift that provides a ‘real chocolate biscuit treat”.
“The deeply indulgent nature of Cadbury Fabulous Fingers makes them an ideal gift, particularly when they are presented in the ‘With Love’ gift pack which will drive incremental sales as it introduces a new purchasing opportunity,” he says.
The ‘With Love’ pack will benefit from a £1 million national TV advertising campaign supporting Cadbury Fabulous Fingers. The campaign breaks in March and runs for six weeks.
Cadbury Fabulous Fingers, the first ever sub-brand of Cadbury Fingers, was launched in autumn last year, since when it has generated more than £2.5 million worth of sales (IRI to January 21 2012).
It is already ranked the number two everyday treat brand in biscuits (IRI 12 weeks to January 21, 2012), having been purchased by 1.5 million households.
Cadbury Fabulous Fingers combine a thick, outer layer of Cadbury milk chocolate with an inner, smooth layer of white chocolate and a crunchy biscuit finger.
Baked in the UK by Burton’s Biscuit Co, the trading name of Burton’s Foods Limited, under licence from Cadbury UK Ltd. All trademarks and copyright owned by Cadbury UK Ltd.
Burton’s Foods
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