Cadbury reappoints RPM for Easter Egg Trails initiative
Cadbury has reappointed creative marketing agency RPM to improve the brand’s annual Easter Egg Trails experience.
The event, which will be held nationwide in partnership with the National Trust and National Trust for Scotland, marks the eighth year of the campaign and the second year that Cadbury has commissioned RPM to develop the event proposition.
RPM was tasked with developing all experiential elements of the campaign including kit design, production, staffing, and digital integration.
This year’s campaign involves trails at over 300 National Trust properties across the UK on Easter weekend with trails open until 7 April at some Northern Ireland properties.
In total 250,000 Cadbury Easter eggs will be delivered to National Trust Properties across the UK.
Dom Robertson, managing director at RPM said he was "thrilled" to be working for the second year running on the large scale project.
"Last year we created a unified, creative approach across all channels and were thrilled to see trail attendance rise 17 per cent year on year, the highest in the events seven-year history. We look forward to delivering such a special and well-loved family event.”
To generate pre-trail awareness, RPM produced activity and trail packs including ideas for arts and crafts, outdoor games, delicious treats and at-home Easter egg trails.