Australian chocolate brands spent over $4 million on digital advertising this Easter, with Mondelēz topping the list.
In data from digital marketing intelligence platform Pathmatics, it revealed that Mondelēz International spent approximately $3.3 million on digital advertising from January 1 to April 8, 2022, including a campaign starting February 16 for promoting the reintroduction of the Cadbury Creme Egg.
Pathmatics ANZ Regional Director Eugene Du Plessis said that, as with all times in the cultural calendar, there is a spike in the brand’s digital ad spend as these occasions approach, with Easter being a huge opportunity for FMCG brands.
“It’s interesting to compare the brand’s tactics with those of Mondelēz who spend big on promoting age-old Aussie favourites, like the return of Cadbury’s Creme Egg. Other brands such as Mars, Lindt and Darrell Lea have instead splashed the cash to reveal brand new Easter products for the season in a bid to earn a spot in Aussie’s chocolate stash.
Lindt was the first company to launch its Easter ad, with its first campaign starting Feb. 2 to promote Lindt’s new Gourmet Hazelnut Mini Eggs and spending a total of $137,000.
Nestlé spent a total of $449,000 during the period, but did not release any specific Easter advertising, opting instead to focus on existing products and initiatives such as its new, hard plastic-free packaging.
Mars and Darrell Lea spent $151,000 and $16,000 respectively, with the former promoting his new M&M speckled eggs and Darrell Lea promoting the Rocklea Road egg.