Why Cadbury Creme Egg put experiences at the heart of its campaign

The Cadbury Creme Egg camp was the biggest experience for the Mondelez International brand to date with 4,397 visitors, driving a 22.8% sales uplift.

Why Cadbury Creme Egg put experiences at the heart of its campaign

The woodland camp experience, which took place earlier this year, gave customers a chance to hunt for eggs and enjoy treats such as waffles, cookies and toasted sandwiches.

It was the third iteration of Cadbury’s Creme Egg activation. Last year’s "Hunting lodge" toured the UK with a café-style experience.

Aislinn Campbell, brand manager for Easter at Mondelez International, explained that to appeal to more people in 2018 the team decided to keep the activation in one location – Shoreditch in East London.

She added: "To top [the 2017 experience] we put the experience at the heart of the campaign."

For those who couldn’t make it to the event, Cadbury struck a partnership with Deliveroo in what it called a "Delivergoo" campaign to take the dishes directly to customers.

The experience was delivered by Elvis. The agency's creative managing partner Neale Horrigan said that the main challenge was to encourage people to share their images on social media. "For the lodge [in 2017] we expected people to take pictures and share them but you have to prompt people," he said.