And so, dear readers, to the Easter weekend, when us Brits traditionally crack on with DIY, in between stuffing our faces with hot cross buns, simnel cake, Easter biscuits, Easter cheese, and roast lamb, although not necessarily all at the same time.
And, then, of course there is the Easter Egg Hunt, although that often lasts about as long as the chocolate itself.
Luckily, this year Cadbury has created a series of four bespoke press ads designed to help the nation’s ‘hiders’ outsmart the ‘hunters’, equipping families with the tools needed to make their egg hunt more fun than ever before.
Created in partnership with global creative agency of record VCCP, and global content creation studio Girl&Bear, each press ad has been created to be cut out and assembled, and – to the untrained egg-hunting eye – seamlessly conceal Easter eggs.
Once assembled and placed in unsuspecting locations, the press ads pass as ordinary household objects: from a stack of books to a bag of wooden clothing pegs, a box of tea bags to a bedside alarm clock.
The campaign encourages the nation to get involved in an egg hunt this Easter: providing the nation with the inspiration and tools to elevate their hiding game, encouraging families to reconnect with one another by sharing the joy of the hunt – because when the hide is better, the hunt is too.
Mondelez International senior brand manager of Cadbury Easter UK Chloe Jean-Marie said: “At Cadbury, we believe the magic of Easter is not just in the surprise of the hunt, but in the generosity behind hiding an egg well for someone else to find. These press assets will inspire families across the nation to get creative with their hiding, using clever cut-out shapes to make the Easter hunt even more playful this year.”
VCCP creative director Angus Vine added: “The more effort that goes into hiding your Easter eggs, the more fun they are for the family to find. Our Cadbury press ad disguises perfectly wrap the Cadbury product range. Upping the challenge for Easter egg hunts this year.”
So, what is the consensus around the Decision Marketing office?
Well, at a time when the advertising and marketing world is seemingly obsessed with AI, digital and technology, it is refreshing that at least some brands and their agencies are still tapping into the joys of traditional print media and the techniques which have been employed by direct mail experts for decades.
After all, who doesn’t love a cut-out?
Decision Marketing Adometer: A “choccywoccydoodah” 8 out of 10
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