The most impulsive of all categories, confectionery can certainly be counted as an essential in c-stores.
Chocolate singles play a big part in any confectionery fixture and Mondelez International says its new Singles Sensations campaign will attract a new generation of shoppers to the category and remind existing shoppers of the full Cadbury range.
The £6m campaign is the second instalment in a three-year Cadbury plan to grow the category.
Brand manager Barbora Hrdlickova said: “Out of home snacking is growing and the 2016 campaign saw value sales uplift by 7.4% during May alone.
“This year’s campaign is even bigger, running for six months instead of two and will use a full mix of TV, digital, out of home and in-store activity to reach 97% of all adults in the UK.”
