Buoyed by the strong social media engagement generated by the first iteration of the Caramilk Key to the Secret contest, Kraft Canada has brought the program, and its $250,000 grand prize, back for 2011.
 
Kraft launched the first Key to the Secret contest last year, inserting golden keys into 10 Caramilk bars across Canada. Each consumer that found a key was brought to the Cadbury Gladstone Chocolate Factory in Toronto to test their key in the “Caramilk Vault.” Lisa Landry of Sault Ste. Marie, Ont. was able to unlock the vault and received $125,000, as well as a sealed copy of the iconic Caramilk Secret. Landry was awarded an additional $125,000 for returning the Secret, unopened, after six months.
 
Michelle Lefler, manager of corporate affairs at Kraft Canada, said the program “exceeded expectations” as a driver of Caramilk sales, although she declined to share specific sales figures.
 
Lefler did say that the Key to the Secret program was an effective brand engagement tool and a critical building block for the Caramilk brand’s social media presence in Canada. Caramilk, which had a minimal Facebook profile prior to last year’s contest, now has almost 50,000 fans.
 
“That fanbase basically grew from the ground up during last year’s execution,” said Lefler. “Prior to last year we didn’t really have a Facebook profile and there would have been very little for fans to engage in.
 
“It was really the launch of the first Caramilk Keep the Secret promotion that brought that mass following.”
 
The essential mechanics of the contest remain the same this year, but Lefler pointed to some new developments in its promotion. Specifically, she referred to a series of 18 English and French television spots that depict real Canadians unwrapping Caramilk bars.
 
“Last year we learned that Canadians take pride in the unwrapping of a Caramilk bar. It’s almost ceremonial,” said Lefler. “This year, our TV approach is entirely celebrating the frenzy of unwrapping a Caramilk bar.”
 
Toronto agency The Hive collaborated on the contest and the television spots. Rocket XL is handling social media duties and Edelman Canada is responsible for public relations efforts.
 
The contest and television spots launched this week.