Australian chocolate brands have spent over $4 million on digital advertising this Easter period, with Mondelēz topping the list.
In data from digital marketing intelligence platform Pathmatics, it revealed Mondelēz International spent approximately $3.3 million in digital advertising from 1 January to 8 April 2022, including a campaign commencing 16 February promoting the reintroduction of the Cadbury crème egg.
Eugene Du Plessis, Regional Director of Pathmatics ANZ, said as with all cultural calendar moments, there is 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 Mondelēz 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.”
Lindt was the fist company to start their Easter advertising, with its first campaign commencing on 2 February promoting the new Lindt gourmet mini hazelnut mini eggs and spending a total of $137,000.
Nestlé spent a total of $449,000 during the period, but didn’t release any Easter-specific adverting, instead choosing to focus on existing products and initiatives such as its new packaging, free from hard plastics.
Mars and Darrell Lea spent $151,000 and $16,000 respectively, with the former promoting its new M&M speckled eggs, and Darrell Lea promoting the Rocklea Road Egg.