Cadbury’s virtual Easter egg hunt returns in partnership with Manchester United
Cadbury, alongside agency partner VCCP London, is bringing back ‘Cadbury Worldwide Hide,’ which allows chocolate lovers to hide an egg and then share a personalized clue about its digital whereabouts with a loved one to help them locate it.
Cadbury 'Worldwide Hide' by VCCP London / Cadbury/VCCP London
Partnering this year with Manchester United, the British confectioner will look to build on the success of 2021’s offering by rolling the campaign out both digitally and physically in its key markets of the UK, Ireland, Australia and South Africa.
In celebration of the Manchester United tie-up, Cadbury has created a bespoke egg using the club’s distinct iconography, while players Harry Maguire, Paul Pogba, Tom Heaton and Nemanja Matic will feature in upcoming social media short films taking about the project.
“We were thrilled to learn from last year’s activation that ‘Cadbury Worldwide Hide’ genuinely helped to connect people, so this year we set out to go bigger and better, connecting more people across the globe and in more ways,” said David Clements, senior marketing director at Mondelez International.
“Generosity is at the heart of the Cadbury brand, and Easter is an opportunity to show that there’s a glass and a half in everyone. The Worldwide Hide provides a perfect opportunity to show our generous side, and by flipping this Easter ritual on its head we demonstrate how hiding an egg can be a generous act for a loved one.”
In the lead-up to the holiday, two ‘huge hides’ will pop up in Manchester at Old Trafford and in London at Butler’s Wharf in the form of instantly-recognizable purple Cadbury eggs measuring 3m in height.
“We love ‘Show you care, hide it’ because it flips the Easter ritual on its head,” added Chris Birch and Jonny Parker, executive creative directors at VCCP London.
“As lovely as getting a chocolate egg is, the real generosity and fun of Easter lies in the hiding. For the second year now everyone can get involved, young and old, in the real world and online, and hide eggs literally anywhere. Happy Easter everyone.”
This year, the platform is working with a different range of fulfillment partners, including Amazon, to maximize Cadbury’s e-commerce potential. Further support for the project will come from TV, BVOD, social, display, out-of-home (OOH), digital out-of-home (DOOH), PR, in-store and online until April 18.