FINDING THE GOLDEN EGG AN INTERNATIONAL EASTER PROMOTIONS HUNT

FINDING THE GOLDEN EGG AN INTERNATIONAL EASTER PROMOTIONS HUNT

*Participating countries BelgiumChileGermanyItaly

FranceSpainThe Netherlands The United Kingdom

Hello!

We published our last report at the end of 2014, showcasing the best of the holiday season

promotions on a global scale. Since the onset of spring the stores have once more been filled promotions on a global scale. Since the onset of spring the stores have once more been filled

with promotions surrounding a much-loved holiday: Easter. Roamlers in 8 countries* visited

stores to photograph the most impressive Easter promotions. The top 10 promotions per coun-

try are shown in this report. Not only were we able to collect a range of fantastic photos, but we

also gained insight into the communication materials used and the set-up behind these

promotions. All in all, over 600 entries have allowed us to present you the best of this year’s

Easter promotions!

What’s behind the best Easter promotions?

The entries showed a clear pattern of promotions for Easter-themed goods with the use of

cardboard displays. From the observations we collected, 60% of the entries concerned promocardboard displays. From the observations we collected, 60% of the entries concerned promo-

tions on special Easter-themed products. The remaining 40% concerned discounts, prizes, free-

bies and new products. As is to be expected, over 450 of the entries we received concerned choc-

olate products. The remaining promotions covered prizes, introduction of new products or free-

bies. In terms of communication materials, the most popular method was the use of a cardboard

display by the brand (33%). The use of shelf tickets followed at 21%.

Celebrating Easter in 8 countries

As well as asking Roamlers to find the most impressive Easter promotions, we also took a As well as asking Roamlers to find the most impressive Easter promotions, we also took a

glimpse into Easter weekend traditions around the world. In the U.K. and France both an Easter

meal and Easter egg hunt were the most popular activities to participate in. Easter egg hunts

topped the list as most popular activity in Chile (40%), whilst in the Netherlands a resounding

42% of Roamlers enjoyed a meal with family. In Spain 30% of Roamlers enjoyed another family

activity. Chile was the country with the highest level of church attendance (23%).

38% of the collective respondents bought a mixture of Easter-themed and regular products, 38% of the collective respondents bought a mixture of Easter-themed and regular products,

whilst 32% focused on buying Easter products exclusively. This was highest in the U.K., where

49% of participants purchased especially themed products (followed by Chile at 41%). Within

Spain there was less of a focus on Easter-themed products, as 52% of Roamlers stated they did

not tend to buy any Easter products whatsoever. Candy, such as chocolate eggs, were the most

popular purchase for the weekend, highlighting the popularity of sweet treats during Easter

weekend. This was followed by eggs and bakery goods.

RoamlerRoamler

This report gives you an overview into the strength and diversity of Easter promotion campaigns,

as well as a unique insight into consumer behaviour and preference. By asking each Roamler to

choose what was -according to their opinion- the most impressive promotion, they acted as our

eyes on the market on a global scale.

Enjoy!

The Roamler Team

FAVOURITE FLAVOUR OF CHOCOLATE EGG

23%EASTER MEAL

21%EGG HUNT

14%PRESENTS

30%FAMILY ACTIVITY

15%EASTER MEAL

10%OUTDOOR

42%EASTER MEAL

18%FAMILY ACTIVITY

15%EGG HUNT

40%EGG HUNT

23%CHURCH

15%FAMILY ACTIVITY

34%EGG HUNT

31%EASTER MEAL

8%FAMILY ACTIVITY

TOP 3 EASTER ACTIVITIES

FOOD CLOUD WHAT PRODUCTS DO WE BUY FOR EASTER

6 EGGS 10 EGGS 12 EGGS

MOST SOLD CARTON SIZES

AVERAGE STOCK ON EGG SHELF 71%

PRICE BOX OF 6 EGGS

€ 1.50

€ 1.32

€ 1.53€ 1.09

€ 1.51

F G 1 A S D 6 5 4 F

1 9 %

S H E L F L A B E L

8 %

P O S T E R

1 5 %

C O L O U R E D E G G S

1 3 %

D E C O R A T I O N

1 4 %

O T H E R

4 9 %

N O T H I N G

PROMOTION ON EGG SHELF

THE BEST EASTER PROMOTIONS

Belgium

CardboardCardboard displays were found most commonly in Belgian stores. 68% of promotions cov-ered special Easter-themed products. A Coca-Cola display transformed into the shape of an Easter bunny was voted as this year’s winner.year’s winner.

COCA-COLA

CARREFOUR HYPER

MILKA

CARREFOUR MARKET

KINDER

CARREFOUR HYPER

Chile

TheThe promotions found at

Jumbo were deemed the most

impressive. The use of shelf

tickets (64%) to communicate

discounts was the most

common combination when it

came to the colourful Easter

promotions in Chile.promotions in Chile.

MULTIPLE BRANDS

JUMBO

COSTA

TOTTUS

COSTA

SANTA ISABEL

France

CardboardCardboard displays (78%) for dis-

counts (40%) were most common-

ly used in French stores for Easter

promotions. Special themed prod-

ucts turned out to be popular as

well. The giant Lindt bunny found

at Leclerc was chosen as the most

impressive promotion.

LINDT

LECLERC

FERRERO

LECLERC

FLOWERS

INTERMARCHE

GermanyTheThe use of cardboard displays (71%) at promotions concerning Easter-themed products (76%) was the most common set-up in Germany. The promotions of both Milka and Lindt came out top. The giant Lindt bunny and its green cardboardcardboard displays stole the show once again.

LINDTKARSTADT

MILKAREAL

LINDTKARSTADT

Italy

InIn Italy 33% of promotions covered special products, followed closely by discounts (21%). The use of shelf tickets as communication material was most popular. Just as in Germany and France, Lindt’s Easter bunny turned out to be the most impressive promotion.most impressive promotion.

LINDT

AUCHAN

PERUGINA

IPER

FERRERO

IPERCOOP

The NetherlandsWithinWithin The Netherlands the mu-

sical Easter bunnies at Jumbo

were deemed most impressive.

75% of promotions concerned

special products and cardboard

displays were used most com-

monly (45%).

PRIVATE LABELJUMBO

PRIVATE LABELPLUS

PRIVATE LABELJUMBO

Spain

WithinWithin Spain, a massive 96% of

promotions concerned special

products, the highest level of any

country. The winner in terms of

most outstanding promotion

proved to be that of supermarket

Caprabo, where a variety of choc-

olate animals could be found.olate animals could be found.

SIMON COLL

CAPRABO

SIMON COLL

EL CORTE INGLÉS

KINDER

CARREFOUR

United KingdomWithinWithin the U.K. the Cadbury’s ‘car’

came out top as the most impres-

sive Easter promotion, decked in

the iconic Cadbury’s purple. 56%

of promotions covered East-

er-themed products, while the

most popular communication

methods used were both shelf

strips and shelf tickets.

CADBURYASDA

LINDTTESCO

PRIVATE LABELWAITROSE

BELGIUM SALESBE@ROAMLER.COM +32 32 01 14 00

CHILE SALESCL@ROAMLER.COM +56 92 33 23 98

GERMANY SALESDE@ROAMLER.COM +49 69 40 56 250

THE NETHERLANDS SALESNL@ROAMLER.COM +31 20 820 25 80

FRANCE SALESFR@ROAMLER.COM +33 66 15 84 551

ITALY SALESIT@ROAMLER.COM +39 02 48 19 33 20

SPAINSPAIN SALESES@ROAMLER.COM +34 90 27 31 137

THE UNITED KINGDOM INFO@ROAMLER.CO.UK +31 20 820 25 80