on behalf of
www.theworkperk.com
Introduction
The Work Perk and Pretty Green joined forces for the Cadbury Dairy Milk Lu &
Ritz sampling campaign.
Objectives:
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Create brand awareness for Cadbury Dairy Milk Lu & Ritz.
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Drive impact for the Cadbury Dairy Milk Lu & Ritz key messages via email communication
and online marketing.
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Create product trial of the Cadbury Dairy Milk Lu & Ritz within offices in the afternoon
around 3pm.
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Generate real time feedback after product trial from the targeted consumer.
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Drive consumers to the Cadbury Lu & Ritz TVC via our website.
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Utilise The Work Perk’s social media channels to increase their brand awareness and online
social presence.
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Generate Cadbury Dairy Milk Lu & Ritz sales in store.
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Utilise The Work Perk office sampling mechanic as a test bed for future projects with Pretty
Green and Mondelez.
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Activity Report
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Dates of distribution: 17th, 18th & 19th March 2014
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Distribution of 720,860 Cadbury Ritz & Lu chocolate to office workers nationwide
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Branding presented at www.theworkperk.com
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Bespoke Cadbury product questionnaire presented at
www.theworkperk.com/promotion/cadbury-dairy-milk-ritz-lu
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Branding & product details included in email communications to our Work Perk Agents
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1,619 companies participated in the promotion
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Completed questionnaires – 148,409
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Redemption percentage – 20.59%
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Website hits – 162,497
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Consumer profile
65+
Male:
36%
Female:
64%
16-24:
2%
25-34:
3%
35-44:
34%
45-54:
28%
55-65:
31%
65+:
2%
16-24
25-34
55-65
35-44
45-54
Geographic profile
Nationwide
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Data Analysis
Q1
Q6
Are you?
Cadbury Dairy Milk Ritz / Lu is a treat for the
afternoon:
Male
36%
Female
64%
Q2
How Old are you?
Strongly disagree:
2%
Disagree:
5%
Neither agree nor disagree:
18%
Agree:
59%
Strongly agree:
16%
16-24:
2%
25-34:
3%
35-44:
34%
Q7
45-54:
28%
55-65:
31%
Cadbury Dairy Milk and Ritz / Lu biscuit is a
good combination:
65+:
2%
Q3
Did you try Cadbury Dairy Milk Ritz or Lu?
Ritz::
56%
Lu:
44%
Strongly disagree:
2%
Disagree:
4%
Neither agree nor disagree:
9%
Agree:
44%
Strongly agree:
41%
Q8
Q4
When taking a break, do you normally have a
snack?
Always:
18%
Sometimes::
63%
Rarely:
17%
Never:
2%
How likely are you to purchase Cadbury Dairy
Milk Ritz / Lu in the future?
I definitely would buy:
39%
I probably would buy:
38%
I may or may not buy:
14%
I probably wouldn’t buy:
5%
I definitely wouldn’t buy:
4%
Q5
Q9
Cadbury Dairy Milk Ritz / Lu helped me
forget about work for a few minutes:
How likely are you to recommend Cadbury
Dairy Milk Ritz or Lu to a friend?
Strongly disagree:
4%
Very unlikely:
3%
Disagree:
10%
Unlikely:
9%
Neither agree nor disagree:
29%
Possibly:
18%
Agree:
45%
Likely:
37%
Strongly agree:
12%
Very likely :
33%
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Testimonials
Earlier this afternoon I used the network of Office Assistants here to distribute the
samples in their teams. The buzz here is great, everywhere I go in the company I am
seeing people enjoying their mail and Cadburys chocolate. I’m sure people will have
started to fill in the questionnaires by now. Many thanks for making the start of the
week so enjoyable.
General Dynamics UK
Thank you very much, Cadbury Ritz & Lu have been greatly appreciated throughout the
office.
HCL Doctors
Thank you for the recent Cadbury biscuits which went down very well, hopefully you
will receive some good feedback!
Visa
The Boxes of Cadburys Ritz & Lu Chocolate arrived and were the cause of much
excitement and enjoyment by my colleagues. Many thanks
HSBC
A big thank you to The Work Perk! The promotion went really well in the building and
everyone loved the Cadbury products.
Yorke Property Management
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Testimonials
• Everyone LOVED this product
• Felt very spoilt receiving chocolate
• Couple of people didn’t like the Ritz one, felt it didn’t go well with it
• LU one went down VERY well, didn’t seem as though it was Cadbury chocolate tasted more expensive
• Great combination LU and chocolate
South West London & St Georges Mental Health Trust
Just received the boxes, the chocolates were wonderful, my colleagues were really happy
with Cadbury Dairy Milk Ritz.
City Of London
The staff at NatCen really enjoyed the Cadbury work perk and we got great feedback
from it.
NatCen
Desk drop done - a lot of VERY happy faces! :-) Thank you!!
Bacardi
ALL SAFELY DELIVERED IN TIME FOR THREE.
SO ALL OF OUR WORKERS COULD HAVE THEM WITH TEA.
THE LOOK ON THOSE FACES A SIGHT TO BEHOLD.
THOSE CHOCOLATES DEVOURED BY BOTH YOUNG AND OLD.
THEY LOVED THEM SO MUCH THEY ASKED FOR SOME MORE.
THOSE FOUR SQUARES OF CHOCOLATE THRILLED TO THE CORE.
YOU COULD NEVER IMAGINE HOW FOUR LITTLE SQUARES.
SENT THEM TO HEAVEN AND ANSWERED THEIR PRAYERS.
Davidson House
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Social Media
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Social Media
www.theworkperk.com
Social Media
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Social Media
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Social Media
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Social Media
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Recipient Companies
A selection of companies who participated
in the promotion.
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Recipient Companies
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Photographs
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Photographs
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Photographs
www.theworkperk.com
Photographs
www.theworkperk.com
Photographs
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Summary
Taking into account the objectives set out prior to the campaign activation; please see enclosed the
methods utilised to ensure all objectives were achieved.
Create brand awareness for Cadbury Dairy Milk Lu & Ritz.
Methods used:
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Branded email communications to The Work Perk network nationwide.
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Product shot on the bespoke questionnaire.
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720,860 ideal consumers received the product, at the same time creating real brand engagement. Photos included within
this report demonstrate this point.
Drive impact for the Cadbury Dairy Milk Lu & Ritz key messages via email communication and online marketing.
Methods used:
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Promotional product shot on The Work Perk website and on the promotional email whereby the consumers viewed the
Cadbury Dairy Milk Lu & Ritz message/experience.
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Brand’s key message reached the consumers prior to trial.
Create product trial of the Cadbury Dairy Milk Lu & Ritz within offices in the afternoon around 3pm.
Methods used:
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720,860 Cadbury Dairy Milk Lu & Ritz distributed nationwide with a clear brief to all WPAs to be desk dropped at 3pm.
Generate real time feedback after product trial from the targeted consumer.
Methods used:
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The data analysis came via the questionnaires completed via the promotional email and The Work Perk website.
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Generated a fantastic redemption percentage of 20.40% - new company record!
Drive consumers to the Cadbury Dairy Milk Lu & Ritz TVC via our website.
Methods used:
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TVC uploaded to the homepage of our website.
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Reminders sent to all WPAs to forward to all recipients to view the TVC.
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All social networking platforms used to push more views.
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Summary
Utilise The Work Perk’s social media channels to increase their brand awareness and online social presence.
Methods used:
The following likes, shares and retweets would have added to the brand awareness of the products.
Twitter: The following tweets were retweeted JJ
“Win a box of Cadbury Dairy Milk with Ritz & Lu! Tweet us an office #selfie & tag #FreeTheJoy (T&C in profile) pic.twitter.
com/c2ihRU3peU”
From our account we gained a total of 95 retweets and 163 favorited this.
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“Sweet Vs Savoury. Who’ll get your vote? pic.twitter.com/GKMoZgD55h”
From our account we gained a total of 97 retweets and 232 favorited this.
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“Any ship can set sail with enough imagination #EggNSpoon pic.twitter.com/kKMQpBvbbW”
From our account we gained a total of 12 retweets and 12 favorited this.
Facebook: In terms of Facebook we shared two posts JJ
The first post was “Passport Control Cadbury TV add”, this advert was also running on our home page. This would have contributed to
the total views on the Cadbury YouTube channel.
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The second post shared was, “Sweet Vs. Savoury - which will you crazy choco lovers choose?”.
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Gaining sign off we also shared a poem which was written by Jeff King, a happy desk worker who received the Cadbury
As we know improving the brands perception is one of the most effective ways to increase sales over
the long run, we believe our efforts contributed to that.
Generate Cadbury Dairy Milk Lu & Ritz sales in store.
Methods used:
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Pretty Green to confirm.
Utilise The Work Perk office sampling mechanic as a test bed for future projects with Pretty Green and Mondelez.
Methods used:
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The Work Perk has over 4.8m desks in the UK, considering the above achievements and hopefully exceeding the campaign
expectations of Cadbury Dairy Milk Lu & Ritz, The Work Perk are keen to further expand the working relationship with
Pretty Green.
www.theworkperk.com
Contact
Luca Spinella
+44 (0) 7590 431 269
+44 (0) 20 7481 6131
luca@theworkperk.com
www.facebook.com/theworkperk
www.twitter.com/theworkperk
www.theworkperk.com
www.theworkperk.com