Mondelez has deployed its second wave of Olympic-sized in-store activations in support of its commitment as Team Canada’s official snack partner.
The first activation, launched in January, was supported with Olympic-themed packaging across key Mondelez brands, in-store merchandising tools, multiple shopper marketing amplifications, as well as paid digital, social and retail media.
The national grocery campaign included core brands like Ritz, Cadbury, Oreo and Sour Patch Kids. There was also conspicuously large gold medal signage, and a contest callout awarding five people Olympic trip packages to Paris, to experience the 2024 Summer Games firsthand.
“We were one of the first CPG partners to build excitement and anticipation for the Paris 2024 Olympic Summer Games,” says Mondelez’ Sonia Bongiorno, senior manager – shopper marketing, scale activations & partnerships/sponsorships, who tells strategy the CPG’s second activation wave kicks off in June.
“Our second activation wave will be supported with the continuation of our Olympic packaging, in-store merchandising tools, paid digital/social and retail media, organic social posts by our Team Canada Athletes, and our social/digital plan in partnership with the Canadian Olympic Committee (COC).”
The assets will feature its four Team Canada athletes: Pierce LePage (decathlon), Janine Beckie (soccer), Mia Vallée (diving), and Sean McColl (rock climbing).
Messaging urges buyers to “build your Team Canada snack pack,” heroing snack packs of Mondelez products, including Oreo, Cadbury Dairy Milk/Mini Eggs and Ritz crackers.
“Knowing shoppers are looking for value we are offering an instant redeemable coupon (IRC) to save $3 when they buy three Mondelez snack products, and they can use a QR code to download and print additional coupon offers from our website,” Bongiorno adds.
The program is supported by multiple partners including T1 Agency, Total Marketing Support Limited, Menasha Packaging, ATPI and VaynerMedia.
Mondelez also has a presence in Paris at Team Canada’s Summer Games Olympic accommodations, offering up a “taste of home” for athletes, alongside other big CPGs like Kraft Heinz, Molson, etc.
