In 2013, Nestlé launched a line of limited edition Halloween Scary bars based off four beloved brands. To make sure Halloween-loving moms knew about the new treats – and made them part of their celebration – APEX conducted a highly successful media relations campaign leading up to the scary season. National long and short lead media outreach was complemented with distribution of red mini cardboard coffin product drops which played on the bars’ “Crave Yard” POS theme.
The results of an Omnibus survey on Canadians’ Halloween habits provided media with seasonally appropriate scary and fun facts to include in their coverage. Partnerships with three influential mom bloggers helped introduce the bars and generated lots of great content on Halloween preparation.
The scary season was ghoulishly successful! The final results of the Scary bar campaign exceeded all of its objectives; surpassing the MRP reach objective by 47 per cent and helping Nestlé maintain its number one position in the competitive market of Halloween chocolate.