Key E.Wedel initiatives in 2024: Activation Highlights and Developments

E.Wedel, a renowned name in the confectionery industry, continues to set benchmarks with innovative and impactful activations worldwide. With a strong focus on expanding its international footprint, the company has outlined a series of activations and initiatives for 2024.

These efforts are aimed at fostering growth in key markets, enhancing brand visibility, and strengthening relationships with partners and consumers. Below is a comprehensive overview of some of the activities and events conducted. We invite you for a trip around the world with E.Wedel promotional activities!

Let’s take a look at Europe…

Activations in the United Kingdom

E.Wedel is intensifying its presence in the UK, leveraging a combination of product innovation and marketing tactics to achieve significant gains:

• Snack influencer campaign: A targeted campaign for Snack products launched in November, leveraging influencers to generate buzz and engagement. The campaign took place during one of the biggest pre-Christmas events at a major retail chain.

• Snack Popcorn sampling (November 2024): Over 12,000 samples distributed in collaboration with a retail partner, increased consumer awareness and product trials.

• New product listings. In 2024, the introduction of products like the Snack chocolate range with Cola, Salty, Popcorn, and Bubble Gum flavors, as well as countlines such as Pawełek, Bajeczny, and Pierrot in modern trade (MT) chains, expanded product availability and visibility to British consumers.

• Traditional retail promotions: A creative „buy & get” Snack campaign offered branded Wedel shopping bags, supported by stands and wobblers. This initiative led to an impressive 200% sales growth.

• Incentive program in Traditional Trade: Retailers participated in a program with PlayStation 5 rewards, aiming at visibility and secondary placement of E.Wedel products, driving enthusiasm and compliance. 

• Sharing moments stands: Multi-market deployment of sharing-focused displays in retail stores, including not only UK but also the Netherlands and Belgium, enhanced brand visibility and consumer experience.

• E-Commerce supported search campaign: A strategic online campaign delivered a notable 11% sales increase in one of the UK’s largest e-commerce platforms.

Activations in Ukraine

E.Wedel recognizes the unique challenges and opportunities in the Ukrainian market. The cooperation with our partners has led to few activations for Ukrainian consumers. 

• Price discounts on popular products: Focused discounts on Snack bars and large chocolate bars (Panna Cotta, Tiramisu, and Crème Brûlée) aimed to attract price-sensitive consumers. The results were very satisfying, with a 20% sales increase.

Activations in Germany

To mark its position in Germany, E.Wedel has conducted traditional activations for consumers:

• Buy & Get promotion: A gift-with-purchase promotion offering branded Wedel mugs.

• Retail incentive program: A focus on motivating retailers with rewards like coffee machines to improve shelf placements and product visibility.

Activation in Greece

E. Wedel activated its products in Greece as well. Retail partnerships drove growth and consumer activations by

• Leaflet promotions: Highlighting products in promotional flyers.

• Enhanced shelf visibility with a focus on prominent shelf placements of chocolate tablets.

Activation in Sweden and Iceland

This year E.Wedel conducted a few samplings. Two of them took place in Scandinavia. Sampling and value promotions were key in these Nordic markets to drive consumers awareness of the iconic Ptasie Mleczko® , available on special deals in multibuy offers in the cash & carry network.

… moving to both Americas….

Activations in Brazil

E.Wedel’s 2024 Brazil strategy was around consumer engagement and merchandiser incentives:

1. E.Wedel lottery: Conducted at one of the retail chains, the consumer lottery offered prizes such as branded umbrellas, kitchen gloves, and shopping vouchers.

2. Merchandiser incentives: Rewards for achieving optimal planograms in 50 cash & carry locations.

3. Endcap Displays: Strategic placement in major retail chains enhanced visibility and attracted shoppers.

 Activation in the USA

As many Poles live in the USA, E.Wedel targeted the Christmas season in this country by creating festive displays in stores. Hundreds of ¼ pallet stands rolled out to showcase seasonal offerings.

…next let’s move to Asia…

Activation in the Philippines

In the Philippines, E.Wedel conducted a few activations based on gifting and retail visibility:

• Buy & Get promotions: Distribution of branded kitchen gloves and shopping bags alongside placed displays influences E.Wedel’s product sales.

• New listings: Successful product placement in key retail chains was a key activity of this year.

Activation in Hong Kong

To align with festive shopping behaviors in Hong Kong, E.Wedel delivered items to create a seasonal climate in stores:

• Shelfstoppers and wobblers to create eye-catching Christmas-themed shelf displays.

• Digital in-store campaign with short promotional films displayed on tablets within stores to captivate on-the-go shoppers.

… and have a look at the Middle East

Activation in Israel

A growing market for premium chocolate, Israel welcomes E.Wedel activations with:

• Key Listings that secured placement in leading modern trade networks.

• Retail secondary placement with implementation of ¼ and 1/8 pallet stands and endcap displays to draw attention of shoppers.

Activation in Saudi Arabia

In Saudi Arabia, E.Wedel enhances its brand with focused merchandising:

• The Choco Squeeze (Czekotubka) activation focused on implementing custom packaging designs to make the product more visually appealing on shelves.

 Activation in Georgia

Xmas-themed promotional activity was a key E.Wedel action in Georgia this year.

• Christmas displays: ¼ pallet stands complemented by floor stickers, creating a festive shopping experience.

 Activation in Kazakhstan

Kazakhstan’s activation mirrors festive themes as well.

• Retail POSM-like displays and wobblers decorated with holiday motifs appeared in many shops.

Global Events and Trade Shows

In 2024 E.Wedel was actively participating in prestigious international trade shows to showcase its products and network with potential partners:

1. ISM (February 2024, Cologne) – E.Wedel took part in this major event for confectionery professionals from the whole world.

2. Thaifex (May 2024, Bangkok) – E.Wedel’s presence at this key platform for the Asian market was a great opportunity for expansion in this region.

3. SIAL (October 2024, Paris) – at this world-renowned food innovation trade show, E.Wedel showcased its products at a new trade fair stand.

4. Food Expo (November 2024, Almaty): Focused on Central Asia, supporting growth in Kazakhstan and nearby markets, E.Wedel, with a hostess in traditional Kazakh dresses, was warmly welcomed by retailers and consumers.

Thank you for your presence at those events. That was a great opportunity to meet and discuss the business face-to-face.

Additional Strategic Initiatives

2024 was a year that E.Wedel complemented its market activities with strategic tools and resources. New solutions that were introduced are:

• Email marketing campaigns. A recently launched email marketing program facilitates better communication with international partners around the world. You can easily be up-to-date with E.Wedel actions and take inspiration from other markets to develop your business together with E.Wede
• Interactive catalog. A digital, interactive catalog enhances engagement, offering a comprehensive view of the product portfolio. Take a look at the catalog here.
• Trade show booth. Modernized, visually appealing booths introduced this year ensure a strong presence at international events.
• Export video. A professional video tailored for distributors highlights E.Wedel’s heritage, product quality, and international ambitions. You can get this video for your purpose – just contact your E.Wedel representative.

E.Wedel’s 2024 initiatives reflect its commitment to growth and innovation in diverse markets. By tailoring activations to local consumer preferences, leveraging strategic partnerships, and investing in marketing and merchandising, the brand is well-positioned to achieve remarkable results worldwide. These efforts not only drive sales but also solidify E.Wedel’s reputation as a responsible partner in the confectionery industry.

As Christmas is coming, E.Wedel would like to thank you for this year’s cooperation and all your efforts in running this business together, and we wish you all the best for the upcoming 2025.