How to make summer even sweeter, by increasing awareness and sales of the Swizzels range of confectionary during the summer months
As the weather heats up, confectionery sales typically cool off, and this presented Swizzels with an opportunity to create a campaign aimed at keeping them front of mind with family audiences over the summer holidays.
We supported Swizzels summer promotional campaign across a range of Swizzels products, including Choos, Squashies, and variety packs. The campaign launched via social and PR on 15 July, and the promotion featured in store during August & September.
The ‘Snap your Summer’ promotional campaign gave consumers the chance of winning a £5,000 holiday, supplied by On the Beach. There were also daily prizes of summer-themed Swizzels merchandise up for grabs throughout the promotion, including Drumstick lilo’s, Love Hearts Waters bottles, Refreshers beach towels and Love Hearts cups,
Using a ‘Snap, Share, Win’ mechanic, consumers simply needed to upload a picture of themselves enjoying their summer with any Swizzels sweet, to any social media channel using the hashtag #MySwizzelsSummer. Snap your Summer promotion entries could also be uploaded to the brand website, swizzels.com.
The campaign was amplified on Facebook and Instagram via 3 engaging social animations, targeted at Swizzels consumers.
In-store activation / FSDU
In-store activity consisted of a bespoke FSDU highlighting the promotion, the mechanic, and the prizes on offer.
The campaign ran over the summer, from July to September and was supported with consumer PR and trade press.
The summer campaign in store featured in 600 Co-Op stores, and was amplified by a social advertising campaign that reached nearly 1.5 million consumers and had over 3 million impressions during the promotional period.
The campaign lead to an overall 237% sales uplift from the stores where the FSDU unit was placed!
Matt Ramsay, managing director at Activation, comments,
‘With a promotional campaign that touches many consumer touch points, from digital through to in-store, we developed a real end-to-end activation for this activity, which gave Swizzels real stand out and boost in sales over the summer.’
Sarah-Louise Heslop, marketing manager at Swizzels Matlow added,
‘With the summer holidays in full swing, we set out to create a fun way for consumers to share their love for Swizzels sweets on their summer adventures!’