Cadbury White NPD was an ASDA exclusive launched into 344 stores with 3 SKUs (White Giant Buttons, White Freddo Treasures & White Block.)

The business wanted to drive category growth within ASDA and REL were tasked with making the launch unmissable in store.

Working with store contacts and regional selling champs, REL were able to gain orders via TMS and secure additional space to maximise visibility and availability in-store.

The team achieved 100% coverage of all stores to support Day 1 of the launch, with 912 displays; 519 pallets ordered; and 92% distribution in week1, growing to 98% distribution by week 12.

As a result, REL received industry recognition for this campaign and won the ‘Product Launch’ award at the 2020 FMBE Awards