Cadbury today welcomes back its iconic, Easter egg hiding experience 'Cadbury Worldwide Hide' for a second year running, making it bigger and better than ever before. Enabling … read morechocolate fans to generously hide a purple egg for a loved one, the hugely successful Easter activation proves Cadbury's belief that there's a glass and a half in everyone under the 'Show you care, hide it' platform. Running in the lead up to Easter, the campaign will roll out in more global markets this year as well as take physical form through event activations and an exclusive partnership with football team, Manchester United.
Agency: VCCP, London
Building on its debut success last year which saw 800,000 virtual eggs hidden and a sell out of the bespoke products, the famous virtual campaign will roll out both virtually and physically this year. In more locations than last year ‘Worldwide Hide’ will roll out across Cadbury’s key markets UK, Ireland, Australia and new to this year, South Africa. Cadbury will also go one step further this Easter by utilising its football partnership with Manchester United to bring more magic to chocolate football fans this Easter season and own the cultural moment. In celebration of its partnership Cadbury has created a Limited Edition Cadbury Dairy Milk and Manchester United Easter Egg and people will be able to choose from three designs each celebrating Manchester United through distinctive club iconography. Football fans will be able to access a special WorldWide Hide platform which is co branded and offers a special virtual ‘Man Utd egg’ to hide for their loved ones for free. Celebrated players Harry Maguire, Paul Pogba, Tom Heaton and Nemanja Matić will feature in 30 and 10 second content films talking about their experience of hiding Easter eggs for loved ones and will be hosted across Cadbury and Manchester United social media channels.
read less...
