ABOUT

In the UK there’s a long tradition of family Easter Egg hunts. Cadbury wanted to help Britain hide better. Because the more effort that goes into hiding, the more fun the chocolate eggs are to find.

But instead of just running ads telling people, they ran press ads that actually helped people hide their Cadbury Easter products. Press ads designed to disguise them as: books, a box of tea, garden pegs and an alarm clock. Each made to fit a specific Easter product. With just paper, scissors and tape, Cadbury created a way for families to inject fun into the Easter egg hunt ritual.

The creative challenge was to make print media useful, engaging and interactive in a digital world, whilst reinforcing Cadbury’s role in British Easter traditions. The campaign successfully turned print media into part of the experience, helping families create more fun, memorable Easter egg hunts.