Cadbury is rolling out a second iteration of its ‘Worldwide Hide’ Easter marketing push – a virtual egg hunt which enables people to hide an egg and then share a personalised clue about its digital whereabouts to help a loved one locate it – and the 2022 campaign includes a strand leveraging the Mondelez International chocolate brand’s partnership with Manchester United FC.
This year’s immersive initiative, which was again developed in harness with agency VCCP London, VCCP CX and Girl&Bear runs from 16 March to 18 April and spans both digital and physical platforms across a set of key markets (the UK, Ireland, Australia and South Africa) and sees Cadbury work with a different range of fulfilment partners, including Amazon, to maximize e-commerce potential.
The campaign features two giant (3m high) Instagrammable, pop-up purple Easter eggs hidden in London’s Butler’s Wharf area and at Manchester United’s Old Trafford which also feature prominent hashtags, stories explaining why they’re hidden there, plus a QR code to drive people to the general and the Manchester United ‘hide’ online platforms.
These digital platforms use Google Maps Street View and enable ‘hiders’ to ‘hide’ an egg and then share a personalised clue with a loved one to help them find it. The ‘hider’ has two options: to either purchase one of three Cadbury Easter eggs from the Cadbury Worldwide Hide range or simply hide a virtual egg for free for their loved one to find.
The campaign also spans TV, BVOD, social, display, OOH, DOOH, PR, in-store and online, plus a major strand run in partnership with the football giant.
A hero ‘Join the Cadbury Worldwide Hide’ commercial debuted on 16 March (featuring giant eggs across the nation including at Old Trafford) and asks and answers the question ‘What if you could hide an Easter egg anywhere in the world for someone you love? Well, you can’ and then invites viewers to ‘Join the Cadbury Worldwide Hide today’.
The Manchester United tie-up is based around three bespoke, limited edition ‘Cadbury Dairy Milk and Manchester United Easter Eggs’ featuring the club’s distinct iconography and red-and-white colours.
While players Harry Maguire, Paul Pogba, Tom Heaton and Nemanja Matic fronting a set of 30- and 10-second social films amplified across Cadbury and Manchester United social media channels in which they talk about their own experience of hiding Easter eggs for loved ones.
Fans are encouraged to access a special WorldWide Hide co-branded platform which also offers a special virtual ‘Man Utd egg’ to hide for their loved ones for free.
A cause strand of the initiative sees Cadbury work with UK food bank the Trussell Trust and for every Easter egg bought on the Cadbury Worldwide Hide will donate one on your behalf to food banks in the Trussell Trust network, as well as supporting their work to ensure everyone can afford the essentials, like food.
“We were thrilled to learn from last year’s activation that ‘Cadbury Worldwide Hide’ genuinely helped to connect people, so this year we set out to go bigger and better, connecting more people across the globe and in more ways,” commented Mondelez International Senior Marketing Director David Clements. “Generosity is at the heart of the Cadbury brand, and Easter is an opportunity to show that there’s a glass and a half in everyone. The Worldwide Hide provides a perfect opportunity to show our generous side, and by flipping this Easter ritual on its head we demonstrate how hiding an egg can be a generous act for a loved one.”
“We love ‘Show you care, hide it’ because it flips the Easter ritual on its head,” added VCCP London ECDs Chris Birch and Jonny Parker. “As lovely as getting a chocolate egg is, the real generosity and fun of Easter lies in the hiding. For the second year now everyone can get involved, young and old, in the real world and online, and hide eggs literally anywhere. Happy Easter everyone.”
The campaign was briefed in by and created for client Cadbury (Mondelez)’s marketing team led by Senior Marketing Director David Clements, Senior Brand Managers Marketa Kristlova and Laura Gray, Brand Manager Katya Savelieva and Junior Brand Manager Sophia Burger by VCCP.
The group which conceived and created the campaign at agency VCCP was led by Creative Directors Chris Birch and Jonathan Parker, Senior Creative Director Peter Reid, Senior Creative Director Rob Ellis, Creatives Abigail Williams and Whitney Tam, Business Director Charlie Griffith, Senior Account Manager Katie Westwater, Account Manager Nathan Hassan, Planning Director Alana King, Planner Luke Alexander-Grose, Agency Creative Producers Sally Archer and Zoe Bell, Chief Design Officer Jonny Goodall, Chief Experience Officer Adrian Gans, Head Of Project Management Pete Hadden, Creative Director Will Aslett, UX Director Neil Challis, Technical Director Phil Beaman, Project Directors Hazel Coleman and Laura Woolger, Lead Digital Producer Harriet Fenton, Senior Digital Producers Alexia Mulet and Laura Richardson, UX Executive Chris Hobbs, UI Designers Claire Ashfield, Simon Bostock and Irina Birt, Engineers Gustavo Rodrigues, Ali Kizildag, Zdeněk Suda, Fernando Costa and Jenn Crotty and Data Analysts Dio Kintos and Mihaela Burcea.
Media buying was handled by Carat with Offline Producer and Post Produce Gabriele Toresani and the Manchester United Club Relationship Management was handled by Elliott Jones and David Kemp of agency MKTG.
Comment
Like the first (Covid-affected, digital-only) iteration of the ‘Cadbury Worldwide Hide’ in 2021, the aim of the 2022 campaign is also to bring to life Cadbury’s belief that ‘there’s a glass and a half in everyone’ through the ‘show you care, hide it’ platform.
This year’s initiative was, according to the agency, created during lockdown in 2021 and the experience was designed to bring people all across the world together. It aims to shift the focus from hunting – which is usually associated with young kids and families – to hiding which the marketing team believes is an opportunity for a wider demographic group to get involved and to demonstrate generosity.
It follows on from last year’s debut which saw 800,000 virtual eggs hidden and which saw the bespoke product limited edition sell out across the UK.
It also follows previous Cadbury work with Manchester United including 2020’s ‘Donate Your Words’ and ‘Pass It On’.
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