For confections, Halloween is the biggest time of the year. And while merchandising begins in mid-September, 87% of shoppers buy candy only a few days before Halloween. This shopper behavior significantly limits sales potential. In 2015, through a joint Halloween marketing effort, Mars Chocolate and Wrigley built momentum for September candy sales at Walmart by inspiring shoppers to purchase Halloween candy early and often. The team uncovered a trend still in its infancy called “BOO’ING” – the act of secretly leaving custom-created gift bags of Halloween treats on a neighbor’s doorstep. The Boo’ing idea was a perfect fit for both Mars/Wrigley and Walmart’s core shoppers. The campaign drove candy sales by taking a burgeoning trend and commercializing it for the masses. “Let the Boo’ing Begin” became a monstrously successful integrated program that drove candy sales and engagement on and offline, and led to record breaking sales at Walmart. Attendees will:
- Learn how to create an authentic seasonal program that cuts through the usual in-store noise and provides a true solution and inspiration to shoppers.
- Discover how to build a trend through the power of the world’s largest retailer and largest candy manufacturer.
- Learn how to partner with retailers to create repeatable events for key seasons that deliver solutions for shoppers and sales for retailers.