Cadbury Easter House Display

Mondelez came to Tag with a simple task: To create a Cadbury’s Easter destination in-store. With Easter being the busiest time of year for the brand, we needed to create a shopping experience that was not only exciting for shoppers but also drove sales throughout this key retail period.

With Cadbury offering a wide variety of SKU’s at this time of year, the display needed to house a high volume of products while making it easy and clear for shoppers to find a product that suited every taste and preference, cementing Mondelez’s position as the go-to brand for Easter confectionary.

Our primary objective was to create an in-store solution that would deliver strong sales for Mondelez during their busiest retail period.

Planning & Execution

Our joint vision for this project was to create a unique, high-impact shopper experience that was both immersive and interactive, building that feeling of excitement in what is often a hectic and stressful shopping experience. We wanted to build the magic of Easter through multiple triggers and senses, ensuring Cadbury branded products stood out from the competition amongst an audience of time-poor shoppers.

Our solution also needed to be stable and long-lasting. Due to the lengthy nature of the Easter shopping period, our display needed to last in excellent condition for 8+ weeks while experiencing high volumes of traffic and housing over 100 different SKU’s in some stores.

To leverage the excitement of the Easter period and create an emotional connection between Mondelez and consumers, we created a high-impact, fully interactive display that was impossible for any shopper to miss. The display provided a multi-sensory experience for consumers encompassing sound (spring and bunny hop sounds triggered by a motion sensor), sight (with Cadbury’s instantly recognisable branding and clear Easter messaging), and of course, taste!

To ensure ease of delivery and installation, we encompassed stackable shelf-ready packaging within the house, allowing all products to be displayed neatly and safely to maximise the customer experience and provide an easy, stress-free shopping environment. We drove footfall within the display via signage on external pillars inviting customers to come in and shop.

Effectiveness / Results

In total, we installed our large houses into 147 stores across Australia. Our display resulted in a clear impact on sales for Mondelez: 28% uplift vs. last year over the 8-week period. In WC 2nd March, 6 weeks out from Easter, Mondelez recorded an extraordinary +247% year-on-year uplift. In fact, 6 of the 8 weeks had a sales uplift of either double or triple last year’s – a remarkable result considering the display was live during the COVID-19 outbreak which dramatically affected overall in-store footfall.

This display built on the success of our previous in-store activations for Mondelez including the Halloween House. As further proof as to the success of the Easter House, the campaign won a bronze award at the Shop! ANZ 2020 Awards in the grocery store (food) temporary display category.

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