Perfetti Van Melle unveils plans for £1m Halloween campaign

By Éilis Cronin in Confectionery 3rd August 2021

Confectionery company Perfetti Van Melle (PVM) is set to launch a Halloween campaign to “support sales opportunities ahead of HFSS regulations coming into force next April”.

The “All Wrapped Up” campaign will kick-off in September and feature PVM’s Fruittella and Chupa Chups brands, including a series of videos on Pinterest encouraging shoppers to get involved with Halloween activities and a Chupa Chups challenge on TikTok.

The campaign will be supported by vinyl-wrapped POS displays.

PVM is also launching two new variants for its Chups Chups brand.

Sour Lollies (£1) contain 10 individually wrapped cherry, apple, and lemon flavoured pieces, providing the “ideal Trick or Treat option”.

A 300g tub (£3.50) containing 32 individually wrapped fun family favourites such as Classic Lolly and Mini Lolly, all within a reusable, recyclable plastic tub in the shape of the iconic Chupa Chups logo, has also been launched.

Both launches will be supported by visits from PVM’s field sales team, who will create in-store displays with Halloween POS tools.

Despite the pandemic, PVM said Halloween remained the key season for sugar confectionery last year, with an additional £11.6m sales during the period compared to the eight weeks leading up to it.