Just in time before the Easter break, Cadbury in partnership with National Trust, helps spread fun across the U.K. by running in its 6th year the Easter Egg Trail campaign, created and delivered by the marketing communications agency Initials Marketing.
Starting today, March 29th and lasting through to April 2nd, the traditional offline Easter Egg activities will be held at 287 National Trust and National Trust for Scotland properties and include face painting, games for kids and their parents, supported by brand ambassadors and facilitators. For the first time, the Design Your own Egghead competition has been brought online to target the wider audience. The specially created website offers to submit the «egghead» entries and the winning design will appear on the Cadbury’s Easter Eggs packaging next year.
Even after the Easter Weekend is over, Cadbury’s fun-spreading activities won’t end. Later next month the brand is launching a new variant Cadbury Dairy Milk Marvellous Creations that promises some «marvellously strange flavour combinations» along with the mood of never-ending carnival. The launch will be supported by a £7 m nationwide campaign, The Grocer reports.
Cadbury Dairy Milk Marvellous Creations is not a new variety in the brand’s portfolio. It first rolled out in Australia last year where it was the country’s biggest-ever confectionery launch, growing Cadbury’s share of the Oz chocolate market from 19.6% to 24.2%, according to Nielsen.
Branding, positioning and packaging design for the new chocolate bar have been developed by Bulletproof.