Students know the individual brands that come under the Mondelēz International umbrella – names like Cadbury, Oreo, Toblerone and Philadelphia are recognised around the world. However, the recently formed company is a new name on campus. Our first objective, therefore, was to raise their profile. In 2013, we created an Early Careers attraction campaign to position Mondelēz International on campus. A new website, a presence in both traditional and online media and campus attendance at key universities significantly increased the volume and quality of applications kick-starting a journey to make Mondelēz International an employer of choice for school and university leavers.  

Forward into 2015, and our objective was to include a ‘big event’ as part of an integrated attraction campaign to stimulate engagement, encourage socialisation of their activities, further boost awareness and attract even greater numbers of quality applications.

Our big event was the Mondelēz Snackfest 2015. A fun and interactive way to promote Mondelēz International on campus and get potential candidates to engage with their brands. The event comprised several different activities, each designed to create a small moment of joy for candidates – just like the Mondelēz International products! Meticulous attention to planning and logistics allowed students to enjoy a veritable feast of games, giveaways…and graduates who had joined Mondelēz International to offer them sound careers advice.  

One of the activities saw a mixologist making coffee and chocolate Mondelēz-inspired drinks, we also had a Crème Egg shy, an Egg ‘n’ Spoon race, a Dairylea Dunkers basketball game, an Oreo Lick race, and Piñata – with delicious Mondelēz International prizes awaiting those who performed best in the various activities. And of course, a festival wouldn’t be a festival without music. So all throughout the event we played snacking-inspired songs!   Alongside these activities, we used existing collateral to help promote the event and add to the festival feel. These included a giant safe, a life-size Oreo campervan and a massive egg and spoon. Mondelēz International volunteers promoted their graduate programmes – as well as their various one-year internships.