The Sanella brand has been associated with baking for over 100 years, including at Easter. For the Easter bakery, a bunny-shaped biscuit cutter is currently available with the 500 gram cup. Both are presented in an eye-catching way at the point of sale.
True to the brand claim „Baking is love. Sanella is baking“, Sanella offers sweet and savoury baking recipes for almost every occasion on the brand website. „Baking almost always has an occasion,” says Änne Schwarz, responsible for Marketing BAKING D-A-CH at Unilever and responsible for the Sanella and Thea brands. „Seasonal highlightsuch as Valentine's Day, Easter, Halloween, Christmas or New Year's Eve. Communication event has proven to be very positive in recent years.“ This year, the decision was made in favour of the integrated Bunny-shaped biscuit cutter at Easter time.
„Bunny cutters are not yet as common in households as stars or Christmas trees. So we were able to make a double incentive to buy set: The on-pack is not only free, but is also not yet available in many households,“ says Schwarz.
The cookie cutter is attached to the cup with the help of a corrugated cardboard band. The pre-glued corrugated cardboard blank is easy to assemble.
The colourful and emotionally appealing design is intended to build a bridge to Easter. A recipe idea for Easter baking with Sanella can be found on the inside of the sleeve.
Present attractively
In stores, the Easter edition is presented in trays of 16 Sanella cups each. Outside the shelves eye-catching displays the promotion in scene. „We use standard trays and standard displays for this, which are part of our modular display range that we developed some time ago. As the tools are available and we have a price list, we are extremely flexible,“ explains Schwarz. The Sanella Easter promotion was realised by the STI Group.
Occasion marketing provides buying impulses
Sanella is right on trend with its occasion-related promotion. According to a study by the market research institute GfK, around 42 per cent of all purchases in food retailing are occasion-related, i.e. almost every second purchase is a product bought for an occasiont. Easter is the second most important holiday for shopping after Christmas.
