Working with top influencers, recipes were created using key selected ingredients, all designed to reach new audiences, inspire shoppers and drive footfall. Content created by top baking blogger, Jane’s Patisserie, who created a chocolate cheesecake using Mondelez products including Cadbury’s Heroes, Philadelphia Cream Cheese and McVities Milk Chocolate Digestives, was also trialled as point of sale in select stores.
Activity saw a 25% increase in ingredient sales in participating stores, as well as a combined reach of nearly one million across all social channels.