Terry’s unveils creative consumer campaign on year-round gifting
Terry's latest campaign includes a major cash giveaway to promote the brand as an all-year round gifting option. Pic: Terry's
Classic British chocolate brand Terry’s has unveiled a key consumer campaign offering a £10,000 cash prize as it seeks to reposition its presence as an all-year gifting year-round gifting brand, reports Neill Barston.
The business, which was bought last year by the Ferrara group in the US from French firm CPK, is now receiving notable investment to raise its profile with consumers around the world.
As Confectionery Production noted, the brand was also present at this year’s Sweets & Snacks Expo, with its new owners keen to demonstrate that the historic brand retains significant popular appeal.
The company’s latest engagement in the UK sees a six-figure investment spanning in-store, digital, PR and out-of-home activity, the “gift it or give in” campaign encourages shoppers to scan QR codes for the chance to win prizes after purchasing a Terry’s Milk Chocolate Orange (145g), Terry’s Dark Chocolate Orange (145g) or Terry’s Chocolate Mint Ball (145g).
Running until the end of August, the activity is timed to key seasonal moments including Father’s Day and end-of-term teacher gifting. The campaign is designed to drive incremental purchases across summer gifting occasions, while POS activation will support visibility in impulse and seasonal gifting fixtures.
Alongside the top cash prize of £10,000, Terry’s will be giving away thousands of other prizes worth up to £50. Tesco shoppers will also have access to a Tesco-exclusive text-to-win promotion, offering an additional chance to win a separate £10,000 cash prize, alongside thousands more prizes.
Moreover, the campaign plays to findings that 87% of Terry’s chocolate gift buyers have succumbed to the temptation to eat the chocolate themselves[1] – and delivers a nod to the slogan made famous by Dawn French: “It’s not Terry’s, it’s mine.”
Mimi Williams, Senior Brand Manager at Terry’s commented: “With our new campaign, we are positioning our range of balls as a year-round gift – whether to dads, teachers, or yourself! The activity is all about embracing those relatable moments of temptation and giving fans the chance to have a little fun with it… while potentially winning £10,000.”
The activity aims to position Terry’s as a year-round gifting option, building on the brand’s continued expansion beyond its traditional Christmas heartland through seasonal innovation including this Easter’s Terry’s Chocolate Orange Marble Egg.
