Maynards Bassetts wanted to get over-25s to buy into the candy category, in the face of strong competition from a proliferation of different snacking and on-the-go options. They also needed to cement the establishment of the Maynards Bassetts master brand in people’s minds, following the merger of Maynards and Bassetts in 2016. Candy sales have a peak in the summer, so Maynards Bassetts wanted to make the most of this key period to drive the rate of sale and category growth.
With their unique heritage, Maynards Bassetts are British, quirky, bonkers and known for their humour. So, to get adults buying more Maynards Bassetts, we knew we had to create a campaign equally eccentric. Enter Maynards Bassetts Marvellously Bonkers – a thoroughly quirky campaign to get us all reaching for a pack of sweets.
The campaign was made up of an on-pack promotion offering people the chance to win marvellously bonkers experiences. The prizes ranged from a trip to see Wacky Sheep Racing in New Zealand, to trips to Teapot Island and Bounce Below, to a free pack of Maynards Bassetts. The competition appeared on 46 million packs distributed around the UK.
The campaign had nearly 200,000 entries, beating all other Mondelez averages for other ‘no purchase required’ on-pack promotions, with high and consistent engagement levels on a daily basis.
1,103 people won a prize, with 100 bonkers days out enjoyed, spreading fun from on-pack across the nation. Retailer support for the promotion was equally as strong, with sales teams leveraging the promotion to drive significant incremental off-shelf opportunities in high-footfall instore locations and growth back in to the category.