Mars has launched a promotion for its bite-size lines in the UK, a push the group described as its “biggest-ever” across the portfolio.
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The ‘1 in 10 chance to win a DVD’ promotion, in association with Warner Bros, will offer consumers the chance to win a “family” DVD from a selection “favourites”.
The promotion will run across 19 Mars bite-size SKUs including Maltesers, Galaxy Minstrels, Revels and M&M’s, as well as across singles, pouch and large pouch formats.
Bep Sandhu, Mars trade relations manager, said: “This is a ground-breaking promotion for us. Bite-size sharing has added GBP3m (US$4.9m) in value to the total impulse market over the past year – more than any other category.
“There is a growing popularity in sharing chocolate, and the large number of SKUs in this promotion means we can offer our consumers an extremely strong chance of continuing to enjoy our products and winning a DVD.”
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By GlobalDataThe promotion, which runs until 3 December will be supported by a GBP1m (US$1.6m) spend across TV and radio.
Yesterday, Todd Stitzer, CEO of Mars’ rival Cadbury, said his group had benefited from the growing trend for UK consumers to eschew going out for staying in – and sharing larger bags of chocolate.
