Cadbury is launching its largest ever Easter weekend experience in partnership with the National Trust and the National Trust for Scotland.
The chocolatier has reappointed creative shop RPM to lead the seasonal drive, which will see the the brand's classic 'purple egg' pop up at famous landmarks all over the UK as part of its wider £6m 'Bunny's Been Busy' campaign.
The creative concept has been designed to ensure that each of the 319 National Trust sites involved are able to tailor their own personalised egg hunt for visitors, taking into account the unique stories of each location. Themes include waking Sleeping Beauty from her slumber at Stowe to discovering the secrets of gravity and light with help from Sir Isaac Newton at Woolsthorpe Manor.
Last year, over 270,000 people took part in Cadbury's Easter Egg Hunt, drawing in three million guests for the National Trust.
RPM has developed all experiential elements of the campaign including kit design, production, staffing, and digital integration.
Pawel Ozierski, senior brand manager, Easter at Cadbury said: “We are very pleased to be working with RPM for a third consecutive year. The partnership between Cadbury, National Trust and National Trust Scotland is a very important part of our Easter campaign.
"This year’s Easter theme ‘Bunny’s been busy’ has been strengthened by the opportunity to supply our new Hollow Bunnies and Easter fun to hundreds of locations all over the nation. It has reinforced Cadbury as the leader of Easter egg hunts and the brand of choice for this time of year.”
Cadbury recently invited fans to get egg on their face via a special Snapchat Sponsored Lens campaign for its Creme Egg snack.