Digital marketing intelligence platform Pathmatics has revealed which chocolate brands are spending big on digital ads.
Eugene Du Plessis, Pathmatics ANZ Regional Director: “As with all cultural calendar moments, we see a spike in brand's digital ad spend in the run-up to these occasions, with Easter being a huge opportunity for FMCG brands.
“It's interesting comparing brand tactics with Mondelez spending big on promoting Aussie age-old favourites, such as the return of the Cadbury's creme egg.
"Other brands such as Mars, Lindt and Darrell Lea have instead splashed the cash on revealing brand-spanking-new Easter products for the season in a bid to win a place in Aussie's chocolate stash.
“Then we have Nestle, spending very little on any Easter-specific advertising, likely because they are already a go-to brand for Easter eggs, and instead focusing its efforts on promoting its existing range of products."
From the start of 2022:
- Mondelez topped the list for biggest ad spend d with a key focus on Cadbury’s creme egg being back on shelves in time for Easter.
- Lindt was the first company to hop into Easter advertising, starting its first campaign on February 2.
- Mars was the last, starting its campaign on March 20.
- Nestle has taken a different approachwith its digital ads dedicated to product-specific advertising, as opposed to anything Easter-related. Its efforts have instead gone into promoting its newly transformed packaging, free from hard plastic.
Advertising spend January 1 - April 8:
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