Cadbury axes Easter egg hunt campaign over hugging

CadburyCadbury has become the second major brand in a week to ditch an ad campaign over coronavirus concerns, after pulling an Easter egg TV ad showing a granddad hugging his grandkids – a practice which goes against Government advice on social distancing.

The ad, created by VCCP, launched earlier this month and was intended to turn the idea of an Easter egg hunt on its head by putting the focus on the joy of hiding the eggs. It features the old fella going to great lengths to hide purple eggs around his flat, before his grandkids turn up at the front door and greet him with big hugs.

As the little girl runs off in search of eggs, the teenage lad eyes the room and spots an egg secreted on a shelf.

It was supported by digital, video-on-demand and outdoor activity, with digital poster executions showing eggs toppling into the frame from their hiding places.

However, with the latest advice being to avoid physical contact and especially with people over the age of 70, who have been told to self-isolate and not receive visitors, events have conspired against the campaign.

Not before the Twitterati had their say, with one person demanding: “You need to pull this now!”

In response, Cadbury has released a statement saying: “We take our responsibility for marketing and advertising very seriously. Our TV ad was intended to invoke generosity and happiness in the run up to Easter.

“However, due to current Government guidance on social distancing, we recognise it’s no longer appropriate to encourage close physical contact amongst families. For that reason, we’ve made the decision to replace our current Easter advert with spots that are mindful of the current climate. We’re working to do this as soon as possible.”

Late last week KFC was forced to scrap its latest TV ad, which featured a host of customers licking their fingers in time to Chopin’s Nocturne op. 9 No 2.

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