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Sainsbury's Helps Cadbury 'Unwrap Joy'

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Christmas campaign brought to shoppers with Initials Marketing in-store activation

Sainsbury's Helps Cadbury 'Unwrap Joy'

Cadbury is working with Sainsbury’s to bring the magic of its ‘Unwrap Joy’ Christmas campaign to shoppers with an in-store activation created by Initials Marketing.

The push, which targets families, is aimed at increasing brand engagement and placing Cadbury at the front of shoppers’ minds when they make their confectionery choice this Christmas. Activity will also drive awareness of the brand’s new Christmas product, Cadbury Dairy Milk Mousse Snowman.

The activity is live now and will run until the end of this week in the foyers of 25 Sainsbury’s stores. On entering participating stores, shoppers will be greeted by brand ambassadors and encouraged to visit the Cadbury stand where they can wrap up in Christmas props and have their photo taken against a festive backdrop.


The photos will be printed instantly and then inserted in a branded card and envelope for shoppers to send to a family member or friend who can ‘Unwrap Joy’ this Christmas.

All photos will be uploaded to a digital gallery hosted on a micro site designed by Initials,, where consumers can see and share their images.

Initials Marketing is responsible for the overall campaign concept and delivery.

Alex Joynson , shopper activation manager at Cadbury, said: “‘Unwrap Joy’ is all about capturing the joy of a Cadbury Christmas. The in-store activity aims to bring this into store and give shoppers the opportunity to create a unique and shareable moment of joy. Initials has developed a fun and festive experience for shoppers that captures the essence of ‘Unwrap Joy’ and communicates the range of Christmas products on offer.”

Rachel Bateman, head of Initials Experience, added: “We wanted to find a way to encapsulate the fun of the ‘Unwrap Joy’ TV ad and bring it to the high street in an engaging and interactive way. By positioning the activity in the foyers of supermarkets and encouraging people to visit the stand before they shop, we aim to place Cadbury firmly in consumers’ minds even before they hit the confectionery aisle. The card and envelope serve as a continued reminder of the brand when the consumer gets home, and this conversation is then passed on to the recipient.”

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