Cadbury has brought back its virtual Easter egg hunt, the ‘Cadbury Worldwide Hide’ for a second year running, partnering with Manchester United FC for an expanded promotional campaign.
Members of the public will be able to hide a purple Cadbury egg anywhere in the world online on Google Maps Street View and will be able to share clues with loved ones to help them find it.
The campaign will be rolled out across the confectioner’s key markets, namely the UK, Ireland, Australia and for the first time, South Africa after seeing close to 800,000 people take part last year.
The worldwide hide will run from 18 March to 18 April across various touch points including TV, social media, display and streaming services under the “Show you care, hide it” banner.
As part of Cadbury’s partnership with the iconic football team, a limited-edition Manchester United and Cadbury Dairy Milk easter egg will be released, with customers being able to choose from three designs celebrating the club’s iconography.
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“We were thrilled to learn from last year’s activation that “Cadbury Worldwide Hide” genuinely helped to connect people so this year we set out to go bigger and better, connecting more people across the globe and in more ways,” Mondelez senior marketing director, David Clements said.
Two physical events will also be held to promote the campaign in the run up to Easter, at Old Trafford in Manchester and Butler’s Wharf in London, where three-metre-tall interactive Cadbury Easter eggs will be placed.
VCCP London executive creative directors, Chris Birch and Johnny Parker added: “We love “Show you care, hide it” because it flips the Easter ritual on its head. As lovely as getting a chocolate egg is, the real generosity and fun of Easter lies in the hiding.”
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