Mars Wrigley is unveiling a new Easter activation for 2026, combining impactful in-store theatre, seasonal NPD and an interactive promotion inviting shoppers to vote for their favourite Easter bunny for the chance to win £10,000 plus hundreds of instant cash prizes.
The Great Easter Bunny Off brings together three seasonal favourites – MALTESERS® Bunny Milk Chocolate, MALTESERS® Bunny Popcorn, and M&M’S® Crispy Bunny – in a playful voting mechanic designed to drive shopper engagement in store.
The activation is supported by a rich suite of POS including FSDUs, dumpbins, aisle fins, shelf barkers and digital retail media to ensure visibility across the full path to purchase.
The 2026 Easter lineup also features major NPD launches including MALTESERS® Mini Eggs, and the national rollout of GALAXY MINSTRELS® Mini Eggs, supported through tailored displays across Treat Hunt, Gifting and Baking occasions.
Steve Waters, Senior Brand Manager, Easter at Mars Wrigley, commented: “At Mars Wrigley, we continue to build on the strength of our much-loved brands to create new products that delight shoppers and deliver growth for our retail partners. For Easter 2026, we’re expanding our portfolio with a line-up that combines flavour innovation and playful seasonal design to help retailers make the most of this momentum.”
The promotion runs 22nd December 2025 to 10th April 2026, with shoppers entering via a QR code in store to cast their vote and discover if they’ve won an instant prize.
Key activation includes
- National in-store takeover with Easter theatre
- Theatre pallets, FSDUs, dumpbins and CTUs
- Aisle bays, fins, barkers and hotspots
- Digital banners (HFSS & non-HFSS)
- Retailtainment concepts, including Bake Off & Tea Party experiences
NPD Featured
- MALTESERS® Mini Eggs (new)
- GALAXY MINSTRELS® Mini Eggs (national launch)
- Expanded GALAXY® Mini Eggs range
- MALTESERS® Small Sharing
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