From Checkout to Take-off: Turning Christmas Purchases into Lasting Loyalty

Client: Mondelez International and IAG Loyalty

Cadbury (Mondelez International) needed to maintain festive visibility and drive Christmas sales in one of the year’s most competitive trading periods, while adapting to UK public health regulations that limit the promotion of food and drinks High in Fat, Salt or Sugar (HFSS). At the same time, Nectar and IAG Loyalty (Avios) wanted to deepen engagement with their partnership by increasing account linkages and encouraging points conversion into Avios.

Nectar360 connected these challenges through a retail media experience only its ecosystem could deliver. Working across Cadbury, Sainsbury’s, Nectar and British Airways & IAG Loyalty (Avios), the campaign transformed every qualifying chocolate purchase into a pathway to travel rewards. A single omnichannel “Swipe to Win” mechanic gave customers the chance to win one of three family trips to Norway or a share of 500,000 Avios. More than three million customers purchased participating Cadbury products, driving 25% customer uplift, 23.5% brand uplift and 23.5% offer uplift. The campaign also generated a strong number of incremental Nectar–British Airways account linkages and incremental Nectar points converted into Avios. 15% of newly linked customers converted again within six weeks, demonstrating sustained behaviour beyond the promotion. The campaign proved what only Nectar360 could deliver: connecting retail media, purchases, partnerships and loyalty in one measurable ecosystem to create value for brands, retailers, partners and customers.