Mars Bites Launch Campaign
Shopper-first launch campaign built around bite-sized need states
Shopper marketing campaign for the UK launch of Mars Bites, designed to drive impulse purchase and trial at the point of sale.
The campaign focused on identifying key need states, moments when shoppers want a quick chocolate hit but don’t necessarily want a full bar, and positioning Mars Bites as the perfect, bite-sized solution. Rather than competing directly with traditional Mars bars, the work reframed the product as a more flexible, shareable and snackable alternative.
A range of in-store touchpoints were developed across supermarkets, using small-format placements and high-impact messaging to mirror the product’s bite-sized nature within the media strategy itself. Headlines were crafted to stop shoppers mid-shop and communicate the product benefit instantly, helping Mars Bites stand out in a crowded confectionery environment.
I led the campaign concept and wrote all copy, developing a suite of punchy, shopper-first headlines designed to convert consideration into purchase.