The Iconic Cadbury Cream Egg Is Hiding In The Ads Of Other Brands For A Multi-Channel Easter Promotion

March 5, 2019 Sarah Cavill

Cadbury picture

Consumers take their Cadbury Creme Eggs very seriously. In 2014, competitive eater Miki Sudo ate 50 creme eggs in six minutes and 15 seconds. In 2015, Cadbury changed the recipe of their famous eggs, leading to complaints and petitions. Creme eggs are not to be trifled with. These popular, gooey confections are only offered January 1^st through Easter Day, and Cadbury is once again launching their Willy Wonka inspired White Chocolate Creme Egg hunt campaign in the U.K. Initially just an out-of-home (OOH) campaign, this year Cadbury has added a digital component, partnering with other brands and engaging consumers across all social channels.

Prizes And Contests Can Create Excitement And Engagement For Cadbury

For this year’s White Chocolate Creme Egg “hunting” campaign, consumers in the U.K. will be able to collect hints from the Cadbury website and social channels alerting them to hidden Creme Eggs in campaigns from brand partners. Once found, consumers can screenshot or photograph the Creme Egg they spotted in the partner campaign, and upload that picture to HuntTheWhiteCremeEgg.com. That’s when the magic happens. The uploaded egg will – digitally – unwrap to reveal what’s inside. If a White Chocolate Creme Egg is unveiled, winners will get the specialty egg sent to them in the mail and will be entered for a chance to win £10,000. Some eggs aren’t winners and some eggs are the milk chocolate variety, which garners winners a voucher to be redeemed at participating retailers. All told, there are 1,000 white chocolate winners and 30,000 milk chocolate eggs in the mix.

The Brand Partnerships With Cadbury Are Cross-Channel And Cross-Promotional

So far the brands that have partnered with Cadbury for this campaign include Heinz, Oreo and Benefit, with more to come. The Creme Eggs have been spotted on brands’ YouTube channels, Facebook pages, store windows and product ads. This creates a truly cross-channel campaign for all the involved brands, several of which are owned by Cadbury-parent company Mondelez International. The names of other partnering brands have not been released.

The interactive component of this effort is fun for Cadbury Creme Egg superfans and the integration of multiple brands in one campaign is likely a trend to watch.

Reimagining Your Marketing Win?

Contact Digital Media Solutions today.

About the Author

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.
More Content by Sarah Cavill

DMS Insights: Seasonal Marketing News

Digital Marketing Innovation Inspiration

The Iconic Cadbury Cream Egg Is Hiding In The Ads Of Other Brands For A Multi-Channel Easter Promotion

Prizes And Contests Can Create Excitement And Engagement For Cadbury

The Brand Partnerships With Cadbury Are Cross-Channel And Cross-Promotional

Reimagining Your Marketing Win?

About the Author

Previous Article

Next Article

The Iconic Cadbury Cream Egg Is Hiding In The Ads Of Other Brands For A Multi-Channel Easter Promotion

Prizes And Contests Can Create Excitement And Engagement For Cadbury

The Brand Partnerships With Cadbury Are Cross-Channel And Cross-Promotional

Reimagining Your Marketing Win?

About the Author

Previous Article

Next Article

Other content in this Stream

The wedding industry is one of many that has been forced to shift their marketing strategies amidst the pandemic, transitioning to virtual offerings, strategic partnerships and social media campaigns

As the desire to travel heats up, marketers are strategically teaming up with fellow brands to launch innovative summer campaigns despite the ongoing pandemic and coinciding shift in consumer trends.

To keep up with the growing competition, mayonnaise brands are innovating to capture the changing taste preferences of consumers.

Many ice cream brands have launched fun campaigns to get kids — and adults — in the mood for everyone’s favorite summer treat.

With Fourth of July celebrations potentially looking a bit different this year, marketers must shift their strategies to launch innovative, yet relevant, campaigns and offerings to engage consumers.

As the effects from the pandemic linger and consumers' ideas of what the “dad” role looks like evolves, brands have altered their marketing strategies for this year’s Father’s Day marketing campaigns.

The COVID-19 related national sports hiatus may be the catalyst for accelerated popularity of non-traditional sports among consumers.

As the country begins to reopen, the travel industry begins its road to recovery and rural destinations market themselves as ideal respites for vacationers.

Pride celebrations across the country were canceled this year, but many brands have carried on with campaigns that highlight LGBTQ causes.

As more people have hunkered down at home, gardening has taken off, leading to growth in the seed and gardening industry.

Marketing efforts to reach new golfers hit an upswing, as the $84 billion golf industry attracts new audiences.

Summer is right around the corner, and cooling units of all types are trending — brands must distinguish their products to capture market share.

As summer heats up, pest control companies will be more in demand in some parts of the country and brands should stay top of mind for consumers.

In this article, we’ll dive into the webinar’s top three takeaways for higher education marketers.

As quarantines continue and temperatures heat up, many parents are buying outdoor toys to keep kids entertained.

Once the weather warms up, brands that can help homeowners get their homes in shape for the summer offer promotions, helpful content and subscriptions to connect with consumers.

As state-specific social distancing regulations change day by day, higher education institutions are actively considering multiple scenarios for what the fall semester may look like.

Consumers celebrate mom this Mother’s Day with flowers from innovative and forward-thinking flower delivery businesses.

Fresh margaritas and delicious Mexican food can still be found this Cinco de Mayo as brands create fun activations for stay-at-home celebrations.

In this article, we dive into three strategies for boosting fall 2020 yield and highlight colleges and universities that have found ways to effectively innovate amidst uncertainty.