Mars Wrigley Case Study

Mars Wrigley won Halloween with a multichannel experience.

A collaborative Roundel and “One Target” approach increased candy sales for Mars Wrigley.


Halloween's go-to for candy.

They turned to Roundel to develop a seamless multichannel experience that got guests to buy Mars Wrigley candies for their Halloween parties, trick-or-treating, and other seasonal celebrations.


Target’s brand equity and Mars Wrigley’s “best house on the block” messaging


guests with unique ideas and reach them through new purchase channels


repeat purchases of Mars Wrigley candy



Taking a “One Target” approach.

More than 3/4 (76%) of Target guests say they use the Target app or while shopping in store.1

Roundel applied this understanding through a “One Target” approach, partnering closely across Target teams such as Site Merchandising, to elevate Mars Wrigley and extend Mars Wrigley’s nationwide “be the best house on the block” across more of Target’s owned assets.

The result was a Halloween campaign for Mars Wrigley and Target that featured digital and in-store experiences.

Reaching guests online, in-store, and outside.

Roundel solutions included:
  • Social
  • Digital video
  • Digital display
  • A special Times Square billboard feature
In-store experiences included:
  • Samples
  • Displays
  • Hand-outs with unique recipes and a QR code that drove guests back to the Mars Wrigley brand page on Target’s website


Experience delighted past guests,
converted new.

Throughout the six-week effort, Mars Wrigley was treated to a successful campaign that won back repeat customers and attracted new guests.


of Mars Wrigley candy buyers were repeat purchasers from 2021


of purchasers were new guests who converted to Mars Wrigley


year-over-year increase in total Mars Wrigley candy sales share at Target


“One Target” efforts can deliver wins for your brand.

Mars Wrigley relied on Roundel’s solutions and the power of Target creative to drive awareness and loyalty. Key to the campaign’s success? A “One Target” approach—in which we partner closely cross-company, like with Target Site Merchandising—extends the Target experience while connecting Mars Wrigley products with more guests. The result was a campaign that reached guests in-store, across digital, and out of home—and netted a 20% year-over-year increase in sales of Mars Wrigley candy at Target for September to October.


Drive awareness and impressions among relevant guests where they want to discover brands and products.


Connect with audiences in-store, in-app, and online for multichannel success.


Secure strong sales results with new and repeat purchasers for your brand.

Connect in a whole new way.

Let’s talk about your next multi-channel campaign.

Media designed by Target
Media designed by Target
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