Perfetti Van Melle (PVM) is set to launch ‘All Wrapped Up’ – its biggest-ever Halloween campaign.
The campaign, which will run from September across Fruittella and Chupa Chups, includes £1m of multimedia support and new product launches to drive awareness during the event.
The first of these, new Chupa Chups Sour Lollies (RSP £1), contains 10 individually-wrapped cherry-, apple-, and lemon-flavoured pieces, giving shoppers a trick or treat option.
The second launch, which builds on the growing trend of portion-controlled pack formats, is a 300g tub (RSP £3.50), containing 32 individually-wrapped favourites such as Classic Lolly and Mini Lolly. The recyclable plastic tub is in the shape of the Chupa Chups logo.
The PVM field sales team will support the launches with visits to selected outlets that will be creating festive in-store displays using Halloween-themed POS.
The confectionery giant will also be raising awareness of Fruittella through a series of Spooky Sunday videos that encourage consumers to get involved in seasonal activities such as pumpkin carving and costume creation. The content will then be amplified on Pinterest.
PVM will partner with TikTok influencers for the Chupa Chups Charm challenge, which will see lollies transformed into metaphorical wands that once tapped on the screen will let users engage in before-and-after Halloween makeup and costume transformations. The challenge will use the hashtag #ChupaChupsHalloween. Broader awareness of the content will be generated through Snapchat advertising and interactive in-app filters.
In addition, vinyl-wrapped POS digital displays at key grocery locations will act as final prompts to purchase for consumers of both brands for the full campaign duration.
Jas Ghag, Senior Category and Insights Executive at Perfetti Van Melle, said: “Halloween continued to be the most important season for confectionery last year, that’s why we’re starting our activity in September and investing heavily through our above the line ‘All Wrapped Up’ campaign, including new product launches and in-store support for retailers.”