The nationwide activity visited supermarkets, train stations, shopping centres, Vue cinemas and service stations, recreating the magical Joyville world through live billboards and quirky props hiding costumed actors intent on ‘recruiting’ the next Joyville taster. Consumers were encouraged to savour a sample of Cadbury Dairy Milk and submit a one word description of the taste online for a chance to win the coveted role.
We also delivered a Tesco exclusive shopper campaign to get mums to buy Cadbury throughout the Christmas season to build excitement and help them unwrap the joy for their families. The Unwrap Joy campaign gave shoppers the opportunity to sample Cadbury tree decorations and drove them to the seasonal aisle to purchase. All purchases over £1 received a personalised ribbon and gift wrap pack.
In the first 12 weeks of the Joyville campaign
From the Taste Tour experience alone
During the 5 week Taste Tour