Digital marketing intelligence platform Pathmatics has revealed which chocolate brands are spending big on digital ads.
Pathmatics ANZ regional director Eugene Du Plessis said, “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 Mondēlez 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 Nestlé, 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:
Mondēlez topped the list for biggest ad spend 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 2 February.
Mars was the last, starting its campaign on 20 March.
Nestlé has taken a different approach with 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:
This story first appeared in stablemate AdNews.
