Cadbury reappoints RPM for annual Easter Egg Trails campaign

Cadbury has enlisted RPM to assist with its annual Easter Egg Trails campaign for the second year running.

RPM has been reappointed to work on Cadbury's annual Easter Egg Trails campaign
RPM has been reappointed to work on Cadbury's annual Easter Egg Trails campaign

The agency was commissioned to develop the event proposition, which saw it oversee all experiential elements of the campaign, as well as kit design, production, staffing and digital integration.

RPM worked closely with event partners, the National Trust and National Trust for Scotland to secure more than 300 trails for the campaign, which will operate across the UK over Easter weekend (3-6 April), with some trails at Northern Ireland properties to remain open until 7 April. 

More than 21 tonnes of chocolate, or 250,000 Cadbury Easter eggs, will be delivered to National Trust properties over Easter, where children who complete the trail will receive a Cadbury 'Egghead.' 

Now in its eighth year, the campaign is designed to encourage children’s ‘inner adventurer,’ as well as raise funds for National Trust and National Trust for Scotland properties.

Jan Trichterborn, Cadbury Easter novelties brand manager said: "We are delighted to once again be working with RPM to deliver Cadbury’s annual Easter Egg Trails campaign.

"The campaign not only supports the National Trust and National Trust for Scotland charities, who have seen increased footfall year on year, but it also reinforces Cadbury as the leader of Easter trails and the brand of choice for this occasion."

Dom Robertson, managing director at RPM, added: "We are thrilled to be working for the second year running on such a large scale project with two of the UK’s most loved brands. 

 "Last year we created a unified, creative approach across all channels and were thrilled to see trail attendance rise 17% year on year, the highest in the event's seven-year history. We look forward to delivering such a special and well-loved family event." 

To take part in the campaign, participants are asked to pay a small fee or make a donation National Trust and/or National Trust for Scotland properties.

More: Cadbury brings in RPM for Easter Egg Trails campaign 

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter

Topics