Susan Nash
Trade Communications Manager
Mondelez International
Mondelez International
Objective
We have worked with Mondelez International (formally Kraft Foods) for more than a decade. We are responsible for trade communication activity for all of the global snacking manufacturer’s brands including Cadbury, Philadelphia and belVita.
Over the years, our activity has included unveiling solid gold chocolate bars at The Ritz for the hugely successful Unwrap Gold promotion to positioning of the business as a world’s largest snacking business to launching Cadbury Dairy Milk’s biggest launch to date - Marvellous Creations.
In 2013, Mondelez International challenged us to take trade communications activity to another level by creating its very own platform. Its purpose was to deliver category leading advice, news and offers 24/7 to its retailers, which in turn would help drive distribution further.
Strategy
This site supplemented trade media activity and sales team work, all at which have personality at its heart. Instead of having a corporate feel, the site would play the role of a virtual rep.
Tactics
- Introduced a virtual character ‘Dave’ who plays the role of rep which helps retailers navigate the site and gives helpful tips along the way
- Extended the site beyond confectionery to include all categories that Mondelez International operates in
- Developed rich content that was relevant to the independent retailer, including competitions, point of sale downloads, profit calculator and seasonal planner
- Built additional communication channels – e-newsletters and then enabling two-way communication between the retailer and Mondelez International
Results
- Now more than 35,000 users registered on the site
- The site is recognised as best in class in snacking in the UK (winners of CTP Awards Best Convenience Supplier for Trade Website in 2016, him! Best Manufacturer for Use of Technology in its Wholesale Awards 2016 and CTP Awards Retailers Favourite Supplier for Category Thinking and Advice in 2017).
