By Amy Houston, Senior Reporter

February 26, 2024 | 3 min read

For the fourth year running, the chocolate brand is bringing back its Worldwide Hide.

Cadbury is back once again with its annual Worldwide Hide, which enables people to hide a chocolate egg for loved ones to find.

Created by its global agency of record, VCCP London, the new campaign highlights the meaningful shared memories between hiders and seekers by sharing real-life clues left by past participants.

Building on the success of the previous years, Cadbury is also launching an outdoor campaign with 12 hero posters that integrate real clues from the 300,000 past participants of the Worldwide Hide for the first time.

“At Cadbury, we love to encourage more generosity in the world and this campaign continues doing just that,” said Charlotte Parkes, senior brand manager at Mondelez International.

“This year, we wanted to champion and hero the special moments highlighted in the clues of the nation to show just how meaningful hiding an egg for someone you love can be.”

There’s also a social media series that features authentic stories from people selected through a street casting process that will be live across TikTok, Instagram and Facebook.

In an additional first for the Worldwide Hide platform, VCCP worked with Cadbury to create ten 30” Spotify ads targeted to specific playlist interests on the music streamer.

Zoe Stock, creative director at VCCP London, added: “Taking part in Worldwide Hide means having a good old think about somewhere special to hide your egg for someone – reminiscing about where funny stories happened, disastrous holidays, or private jokes. And this year, we wanted the genuine clues submitted by the public to be the inspiration for this. To remind people of those inconspicuous places that somehow wind up meaning so much to only you and one other person in the world.”

The campaign will run from today throughout the UK and IE across TV, social, digital-out-of-home, radio, platform and YouTube, with media planning and buying led by Publicis Media, owned-channel activity by Elvis and PR managed by Ogilvy.

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