Brief
In March 2012, during appraisals, Cadbury Kraft wanted to do something special for their employees. Apart from words of praise, they wanted to make them feel that they have earned their promotion.
Strategy
A limited edition set of three Bournville chocolates, each carefully wrapped and sealed by hand in special paper, were given out to Cadbury Kraft employees along with their increment letters. All three packs unwrapped to long-copy posters to tell a unique story explaining Bournville’s tagline – ‘You don’t buy a Bournville, you earn it’.
Results
The limited edition packs were an instant hit. Along with their promotions, employees felt special by having earned these exclusive packs. Many pinned up the posters on their soft boards and few even got them framed. Bournville was re-established as a premium fine dark chocolate in its category.
