With the growth of traditional celebrations such as Christmas, Halloween and Easter, Kraft Foods has recognised an additional trend for ‘mini-seasons’, such as Father’s Day.
With this growing trend the company has established a key opportunity for retailers to drive additional sales and celebrate fathers day with limited edition packs of Toblerone and Terry’s Chocolate Orange.
Father’s Day has continued to be a focus for Kraft Foods, with key brands growing year on year, during the season.
In 2011 this was driven by in-store support, relevant on-pack designs of key Father’s Day brands and marketing support.
In the lead up to this year’s Father’s Day (17th June), Kraft Foods has created limited edition sleeves for both Toblerone and Terry’s Chocolate Orange with a definitive nod to dad’s everywhere.
The new Toblerone pack features a ‘Dad of the Year’ plaque on 400g packs and to tie in with the summer of sport, Terry’s Chocolate Orange has had a football makeover with ‘Dad’s Half Time’ on-pack messaging.
These new packs, along with Cadbury Heroes, will be supported in-store with tailored POS.
Retailers are advised to create dedicated sales areas in outlet to encourage impulse purchase in the weeks ahead of this key occasion.