Cadbury has decided that Easter is the brand’s opportunity to show that there’s a glass and a half in everyone, and as it enters the second year of the campaign, "Show you care, hide it", the brand is flipping the Easter tradition on its head and showing that the generous act is in hiding an egg for someone you love.
Physical connection has been restricted by the global pandemic and that’s why this year’s Easter campaign sets out to connect people across the UK through the power of generosity with the launch of the "Cadbury Worldwide Hide" – a virtual Easter egg hiding experience where consumers can hide an Easter egg anywhere in the world for someone they love.
It will be activated in the UK and Ireland from Tuesday 9th March. Using Google Maps Street View, the hider can share a clue for a recipient. The hider shares a personalised clue that will mean something only to the recipient. The hider has two options: either to purchase one of four Cadbury Easter Eggs from our range (UK / ROI delivery only) that their seeker will physically receive once they’ve found the egg online; or to choose to simply hide a virtual Easter egg for free for a loved one to find.
The campaign will span TV, VOD, social, digital, OOH, PR, in-store and online.
The Cadbury Worldwide Hide platform can be accessed here:
https://worldwidehide.cadbury.co.uk/https://worldwidehide.cadbury.ie/