How Mondelez won Christmas with Everyday Rewards
Mondelez teamed up with Woolworths and Cartology for its annual December Cadbury campaign with the goal to maximize festive chocolate sales.
Increase in total sales YoY
Increase in units YoY
New and reactivated customers
Campaign Background and Objectives
The goal was to leverage the classic pairing of Christmas and chocolate during the critical festive window, bridging the post-Halloween and Black Friday period with a familiar, high-performing shopper activation.
Boost category growth
Deliver strong Year-on-Year sales, unit, and market share gains within the Confectionery category.
Drive Multi-Product & Basket Size
Encourage higher units per basket and increased transaction values by incentivizing a higher spend threshold.
Boost Loyalty Participation
Drive entry numbers and unique participant engagement using Woolworths' Everyday Rewards (EDR) platform.
The Opportunity
High Festive Affinity: Christmas and chocolate are a proven pairing, making early-to-mid December prime time for high-volume confectionery sales.
Refining the Win Mechanic: Evolving the successful "Spend $20 on Cadbury & scan Everyday Rewards card" mechanic into a daily draw structure made the $20,000 prize pool feel more attainable, encouraging repeat purchases and wider customer reach.
The Solution
Recognising the need to drive a higher AWOP, Mondelez partnered with Cartology and Everyday Rewards on a familiar spend-based entry mechanic. The requirement to spend a minimum of $20 on any Cadbury confectionery was a targeted strategic choice designed to influence purchasing behavior directly, encouraging multi-product purchases and expanding overall basket size to 2.36 units per transaction.
The campaign results stand as a testament to the success of this approach, proving that a threshold-driven loyalty mechanic can deliver substantial commercial ROI.
The Results
Cadbury saw a massive +232% YoY surge in qualifying $20+ transactions (99,000 vs. 30,000 LY) and lifted shopping frequency to 1.77 transactions per customer.
The campaign drove a +90% YoY total sales increase, outperforming the wider Confectionery category (+10%) by 9x and expanded loyalty units by +45%.
The campaign captured 24% of the Confectionery category (an +8.7% YoY market share gain) while bringing in close to 20% new and reactivated customers.
