The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Chris Sutcliffe | Senior reporter

March 8, 2023 | 3 min read

Cadbury is reinventing the Easter egg hunt, by bringing real-world rewards to digital egg seekers.

In its third year, the Cadbury Worldwide Hide campaign is now creating localized DOOH hotspots using anonymized data from its platform. That data will then be used to showcase eggs hidden in a range of spots relevant to peoples' interests and allow them to hide an egg and share a personalized clue about its digital whereabouts.

As an example, the release states eggs will be hidden in Birmingham Botanical Gardens for “gardeners and garden lovers”.

Once the digital eggs have been found, the consumer can then choose to send a real egg directly to the home of a friend or family member.

Laura Gray, senior brand manager for Cadbury Easter said: “At Cadbury, we love to inspire a little more generosity in the world and this Easter the return of the Cadbury Worldwide Hide continues doing just that. By asking people to hide an egg anywhere in the world for someone they love we hope to bring people together to share in a special Easter moment.”

Previous years of the campaign have seen the confectionary brand partner with the likes of Manchester United in order to ensure widespread campaign coverage.

The campaign was created with the aid of VCCP and extends beyond just the initial DOOH.

A short film showing a giant purple egg placed in locations around the world including on the beach, in the forest and in a small village will run on TV across the country from today until April 9th.

It features a voiceover that says, “Wouldn’t it be lovely if you could hide an easter egg anywhere in the world for someone you love?” and “In a place that means something to just you and them.” Before showing a woman a couch placing an egg in her chosen location and ending with “Search Cadbury Worldwide Hide”.

In addition, the campaign will also run through GoodLoop, where donations will be made to the Trussell Trust every time a user watches the ad and is being supported by a consumer PR campaign run by Ogilvy PR.

Creative Brand Strategy Creative Works

More from Creative

View all