The agency has developed the concept for Cadbury as part of its ‘unwrap joy’ campaign, which is taking place throughout this week in the foyers of 25 Sainsbury’s stores nationwide. It will aim to target families, increase brand engagement and promote the brand’s new Christmas product, Cadbury Dairy Milk Mousse Snowman.
Shoppers will be greeted by brand ambassadors and can visit a dedicated Cadbury stand, which will feature Christmas props and will enable participants to have their photo taken against a festive backdrop.
The images will be printed instantly and inserted in a branded card for the recipient to send to a family member or friend, and will also be uploaded to the campaign’s website.
Rachel Bateman, head of Initials Experience, said: "We wanted to find a way to encapsulate the fun of the unwrap joy TV ad and bring it to the high street in an engaging and interactive way.
"By positioning the activity in the foyers of supermarkets and encouraging people to visit the stand before they shop, we aim to place Cadbury firmly in consumers’ minds even before they hit the confectionery aisle."
Alex Joynson, shopper activation manager at Cadbury, added: "Unwrap joy is all about capturing the joy of a Cadbury Christmas. The in-store activity aims to bring this into store and give shoppers the opportunity to create a unique and shareable moment of joy."
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