Winning market share through seasonal activation
Cadbury want to own the Easter season so we delivered the UK’s largest Easter Egg Hunt, in partnership with National Trust and National Trust for Scotland, and coupled with activations in-store with Tesco. Delighting families with a fun Easter experience across the nation.
Cadbury has the ambition to own the Easter season. Purchase decision is price based, a behaviour driven by retailer discounting. We needed to cement Cadbury as an iconic and firm tradition in the hearts and minds of families.
By creating experiences to excite families we could increase the love of Cadbury’s Easter products. Partnering with the National Trust and National Trust Scotland would give us the largest outdoor property for egg hunts and make Mum feel good as she has got her kids outdoors and active. Creating in-store activations in partnership with Tesco would win incremental space for the Cadbury brand and allow them to lead the category during this seasonal activity.
Last year, as part of a £6 million Easter campaign we held the UK’s largest Easter egg hunt in partnership with National Trust and National Trust Scotland, alongside Cadbury and Tesco’s largest ever in store activations. We activated in over 500 Tesco stores, driving the retailer agenda to engage with shoppers, increase basket spend of Tesco customers and putting Cadbury at the forefront of the Tesco Easter campaign in store.
Last year, there were over 1.4 million direct interactions in one week.