Nestlé promotion launched to drive sales of confectionery singles

Nestlé is aiming to give the singles confectionery category a boost with a new on-pack consumer promotion running on KitKat, Aero, Rowntree’s, Polo and Yorkie.

Shoppers will have the chance to ‘win a staycation’ worth up to £1,500 every day during the promotional period, which runs from 3 May to 27 June. There are also hundreds of days out to be won.

The COVID-19 crisis has had a bigger impact on singles confectionery sales than other areas of confectionery. As the format most bought on impulse (HIM), it has suffered from the reduction in shopper transactions as people have made fewer shopping trips and focused on in-home consumption.

Therefore, this promotion is designed to bring excitement and added value to the singles category in order to drive sales, whilst also providing a motivating range of prizes to attract the many people looking forward to getting back into the great outdoors, taking holidays and enjoying days out whilst also supporting local industry, says Nestlé.

Winners will be able to choose from a range of prizes, including forest hideaways, glamping, coastal retreats, cottage stays and city breaks. The prizes of days out (worth £100) include visits to historical sites, treetop adventures, trampoline parks, steam railway journeys, children’s animal farms, city sightseeing tours and escape rooms. Prizes can be taken up until November 2022.

The prizes are expected to be particularly motivating as the nation looks to return to normal life, notes Nestlé. In 2020 the number of UK holidays was 68% higher than in 2019 (Pi-Datametrics) and this staycation boom is expected to continue in 2021. In a survey by Kantar, ‘travel’ and ‘spending time outdoors’ were two of the main things people stated they were looking forward to doing most after the pandemic.

The campaign will be supported by a £500,000 digital and out-of-home advertising campaign, which is expected to reach approximately 46 million adults in the UK.