Mars hails M&M’s Euro promotion

Nicole Mezzasalma

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The confectionery supplier said sales increased by up to 200% in outlets taking part in the campaign

Confectionery supplier Mars International Travel Retail (MITR) has welcomed the success of its promotional M&M’s campaign during the Euro 2008 football championship, which ended last weekend in Austria and Switzerland. The company has added tailored in-store soccer theatres and special displays in airports including Paris Charles de Gaulle, Amsterdam Schiphol, Lyon, Marseille, Istanbul, Antalya and Singapore Changi, as well as on Nordic ferry lines.

Different promotions, such as three-for-two offers and free soccer balls, are being held in each region to match customer demand. According to MITR, each retailer has customised their display with branded M&M’s packs and local team colours, and some have provided branded table football games for customers to play with.

MITR head of sales in Europe Patrick Keypers said: “There is even a 100% orange Dutch-team themed display at Schiphol for obvious reasons. Sales are already showing huge increases, ranging from 40% to 200% across those outlets taking part. This promotion has only been running for a few weeks, but results to date already look outstanding. This is a good example of maximising sales through effective and eye-catching promotions.”