Saint Valentine's Day Milka


For the seventh year in a row, our company ppm factum has prepared a loving Valentine's promo for our long-term customer and partner Mondeléz, where their primary goal is to motivate shoppers in Czech and Slovak hypermarkets to buy the hero product of the Milka I Love You campaign or traditional Czech pralines Tatiana.  The Milka I Love You pralines were made from deliciously melting Milka chocolate made from alpine milk with a fine filling. The pralines are in the form of a heart, a four-leaf clover, a flower or a gift with a ribbon. They bring unforgettable pleasure, which is absolutely ideal for Valentine's Day. Tatiana pralines are made from delicious milk or dark chocolate, hazelnut filling and the whole hazelnut core. This variant is popular mainly with the older generation of our consumers and is also one of the traditional gifts of this particular holiday.  

For this first post-covid campaign, which enabled in-store promotions after a long pause, we relied on attractive POSM, great gifts for consumers and also a massive hard-sell promo through the utilization of professional hostesses and promoters.

The main POS materials included hexagonal dump bins and stands for which completely new brandings was created with a Valentine's motif just for this event.

For this year, 2 types of presents were chosen as the main gifts. For one part of the retail network, these were I Love Milka mugs, and for the other delicate Valentine's bracelets. Customers had the opportunity to choose a gift that they liked best and that would really please the recipient. This year's gifts were obviously chosen very well because at the end of the event, in some stores there were no gifts left, which was also matched by great sales results.

The whole mechanics were simple; the customer received our gift for the purchase of Milka and Tatiana pralines. Consumers responded to the activity very positively. On the one hand, the possibility of obtaining an instant gift is always successful and at the same time our communication reminded them of this particular holiday, which most of the respondents clearly appreciated, and thanks to the event buyers had two Valentine's gifts. Another advantage of the I Love Milka activity is the fact that a pack of the pralines allowed you to place a handwritten message for the recipient.

Ppm factum project manager for Mondeléz, Eva Vacovská notes: “In this campaign, after a long-running covid situation, we had to deal with slightly changed consumers. At the same time, we needed over 180 hostesses and promoters in the field every day, and due to a long break and an overall change in the labor market, it was a relatively big challenge.”

Nevertheless, we carried out all 320 events across the retail chains in both the Czech Republic and Slovakia within 3 days.

Due to our hostesses and the overall mechanics of the activity the forecast was exceeded, which we consider to be a great result because the consumers are still slightly edgy after the covid situation.  

We are already looking forward to other joint events, the preparation of which we have already begun.

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