The annual Easter egg hunt, which launches on 14 April and runs nationwide over the Easter weekend, forms part of Cadbury’s wider seasonal campaign. Building on the natural association between the brand and the Easter holiday, the activation is designed to encourage direct participation from families across the UK, with the ultimate aim of establishing Cadbury as ‘The Easter Treat’. The partnership plays a key role in cementing the idea of Cadbury as owners of the Easter egg hunt into the minds of the British consumer.
Participating families are invited to join the egg hunts at National Trust and National Trust for Scotland properties across England, Scotland, Wales and Northern Ireland. For the 10th year running Cadbury will be providing properties with the support to activate their own personalised egg hunt themes, linking back to each of the properties' unique stories. Themes range from knights tracking down dragon eggs to a 1950s vintage-style Easter egg hunt, all leading to a Cadbury treat as a reward at the end. All money raised goes back into conserving the locations.
Agency RPM has created, and is leading on, all experiential elements of the campaign. This includes roll out of the successful 2016 strategy and creative concepts. The agency is also managing the National Trust partnership, kit and signage production, staffing and logistics.
Laura Keates, business director RPM/Mondelez, said: "We are really excited about Easter 2017. This year is very much about building on the incredibly successful year we had in 2016, where we had more than one million people engage with the Easter Egg Hunt campaign through National Trust properties. We are working closely with Cadbury, the National Trust and National Trust for Scotland for the fourth year to deliver best in class activation, which will be live across the UK for 1,104 days over the Easter weekend period."
Hortense Foult-Rothenburger senior brand manager – Easter from Cadbury added: "We know how important Cadbury is at Easter and this year, we want to take it to the next level by bringing a smile to the whole nation with Cadbury’s Great British Egg Hunt – a season of celebrations where Cadbury Easter bunny will bring families together around the fun ritual of egg hunts. We are very excited to partner with National Trust and National Trust for Scotland again and, with RPM’s great support, organise more than 300 Cadbury egg hunts across the UK. We expect more than 100,000 families to take part."
Cadbury staged an easter egg hunt in a giant maze at the London Eye last weekend, as part of its Easter egg campaign. Last month, as part of its latest Creme Egg campaign, Cadbury teamed up with Sainsbury's to launch a Creme Egg Spotters Hide Tour.
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