B2B & Trade PR - Cadbury Trebor Bassett
- Nexus worked with Cadbury Trebor Bassett on a grocery trade PR campaign to support the entire product portfolio, from Cadbury's Dairy Milk and Creme Eggs to Trebor Extra Strong Mints Bassetts Jelly Babies.
- The campaign focused on delivering commercial messages to retailers about how to maximise sales of confectionery by stocking the best-selling lines and merchandising effectively.
- This integrated campaign saw the Nexus team effectively 'embedded' with CTB, attending the client's sales conferences and NPD briefings and co-ordinating with trade press advertising.
- A proactive media relations campaign supported new product launches such as Cadbury Snaps, as well as 'must-stock' lines, and leveraged TV advertising and other marketing support.
- Major milestones were identified and used to reinforce key messages, including the centenary of Cadbury Dairy Milk.
- A confectionery market report was produced and used as a tool with the trade press to reinforce Cadbury Trebor Bassett's category leadership position.
- The campaign consistently achieved a dominant share of voice within the grocery trade press for Cadbury Trebor Bassett, over Nestlé and Mars.
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