Retailers could win up to £1000 as Cadbury returns ‘Find the Winning Egg’ campaign

Off the back of its most successful Easter EVER in 2023, Mondelēz International is set to drive further excitement through the 2024 season with the return of the annual Find the Winning Egg campaign, returning for a third season – and this year it is bigger than ever.

Shoppers will once more be encouraged to keep an eye out for an extra special half-milk chocolate, half-white chocolate Cadbury Creme Egg. If a lucky shopper unwraps a winning egg, they will be rewarded with one of the hundreds of cash prizes on offer, including the chance to nab the top prize of £10,000. Excitingly, in 2024 there will be more winning eggs than ever before.

Once again, retailers that sell a winning egg could win the top-prize of £1,000 for themselves and their store. In addition to this, there are also a number of other cash prizes up for grabs, ranging from £25 - £500, as well as Amazon vouchers.

The competition will be supported with social, digital, and outdoor activations, letting everyone know that the goo is back. There will also be a suite of POS materials to be used in-store, driving greater public awareness of the campaign.

“We loved seeing shoppers rise to the challenge of finding the delicious half-milk chocolate half-white chocolate Cadbury Creme Eggs to win their prizes. To those who weren’t so lucky – don’t worry! We’re giving you the chance again this coming Easter, with a prize for retailers too,” Charlotte Parkes, senior brand manager for Cadbury Easter, said.

Last year was a brilliant year for Cadbury Creme Egg, as the first ever innovation - Cadbury White Creme Egg – made up 25 per cent of all filled singles. It was the number one new product in the market at Easter, and resulted in an incredible 127 Cadbury Creme Eggs being purchased every minute on average across the brand.

New products will again be key to driving growth within the season, and Easter 2024 will see the launch of the Cadbury Creme Egg Bar.

The Cadbury Creme Egg Bar will see the iconic brand taken into tablet format for the first time ever in the UK. As one of the UK’s favourite Easter SKUs, the Cadbury Creme Egg brand sees buy in from one in four households during the Easter season, allowing it to achieve an incredible brand awareness of 95 per cent. With this new tablet format added to the catalogue, perfect for both sharing and self-treat occasions, retailers will be able to use the irresistible allure of the Cadbury Creme Egg to drive their fast start to the season and repeat purchase rate.

Along with Cadbury Creme Egg, Easter just wouldn’t be Easter without Cadbury Mini Eggs, which grew by 19 per cent in 2023. Mini in size, Cadbury Mini Eggs are mighty come Easter, as the number one Easter brand and the highest penetration – of any Easter brand.

As well as this, and following the success and launch of the Cadbury Mini Eggs Bar, a 360g gifting format joins the portfolio, available nationwide for the first time! Tablets are the heartland for Cadbury, and the addition to the portfolio is sure to be a hit in store - ideal for snacking, sharing and gifting.

Parkes added: “Easter is a season that is continuing to grow in importance for retailers and shoppers alike, as they look to gather with family and lean into seasonal rituals. In 2023, 84 per cent people said they celebrated Easter in some way – which is higher than in previous years. Key to these celebrations were branded confectionery products like Cadbury Creme Egg and Cadbury Mini Eggs, so ensuring that you stock these from January for the traditional fast start to the season is absolutely key to getting early buy-in from shoppers”.

Mondelēz International urged retailers to split Easter into three phases to make the most of the season: getting off to a fast start (from 1st January to Valentine’s Day), building momentum (from Valentine’s Day on 14th February, to Mother’s Day on 10th March), and then gearing up for a ‘gifting finish’ for the last three weeks the period reaches its finale.

The ‘fast start’ phase focuses on shoppers looking for small treats for themselves, such as Cadbury Creme Egg and Cadbury Mini Eggs. Retailers should note that 70 per cent of Easter sales pre-Valentine’s Day are Mini Eggs and Filled Eggs, and should focus on the Top 10 SKUs to help signpost the incoming Easter season. Here are our top tips for a fast start to the season:

• Be ready on day one of the season with sufficient stock of seasonal self-eat and sharing favourites from well-loved brands, such as Cadbury Creme Egg and Cadbury Mini Eggs
• Create awareness of the season with your customers using campaigns, competitions and promotions as a talking point
• Use POS from shoppers’ favourite Easter brands to highlight products and optimise incremental sales