Cadbury’s – Crunchie Doughnut Activation

Understanding the brief

To support the launch of Cadbury’s new Crunchie Doughnuts, Clear were asked to support in delivering a consumer engagement activation to run in the north and south of England.

The activations main objectives were:

  • Brand awareness
  • Sampling to drive consumer purchase from nearby Co-op stores
  • Support the PR activity around the activation. This included radio and social.


The Solution

Firstly, we needed to identify two locations that had:

  • High footfall all day
  • Wet weather contingency
  • ABC1 demographic
  • Walking distance to a Co-op where the doughnuts were being sold exclusively

With locations confirmed in Manchester and London, we then needed to design a stand that would have:

  • Huge visual impact to drive brand awareness
  • Room to store and prep the samples
  • Shelter in case of bad weather

The Results

  • Both activations were a huge success with over 2,000 doughnut samples given out
  • Fantastic engagement with potential consumers driven to purchase
  • Brand awareness prompted people to interact with the stand and on social media
  • The activation achieved press coverage with both Chris Evans and Chris Moyles

Clear Involvement

Location Sourcing

Stand design and production

Staff management – including the provision of food hygiene certified team leaders

Risk assessments and event plans

On site management

Cadbury's Crunchie Doughnut Activation

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