Cadbury’s ‘Worldwide Hide’ Easter campaign returns for third year running

Cadbury and creative agency VCCP have announced the return of the Worldwide Hide Easter campaign.

For the third year running, the chocolate brand is once again giving people a platform to hide digital purple eggs anywhere in the world via Google Street View. The hider can also choose to send a real egg straight to their loved ones homes once the egg has been found.

This year, Cadbury has created localised digital-out-of-home (DOOH) billboards using anonymised hiding spot data from the Worldwide Hide platform. The bespoke digital ads will feature real hiding spots used on the platform, each from the city where the ads are displayed. The nine key cities included Bristol, London, Birmingham, Liverpool, Leeds, Cardiff Manchester, Nottingham and Glasgow.

The brand will also use the anonymised hiding location data from the Worldwide Hide platform to create to showcase eggs hidden in a range of spots relevant to interests, for example, Birmingham Botanical Gardens for gardeners and garden lovers.

A 20-second spot will also run on TV nationally, showing a giant purple egg placed in locations around the world. The voiceover says: “Wouldn’t it be lovely if you could hide an easter egg anywhere in the world for someone you love? In a place that means something to just you and them. Search Cadbury Worldwide Hide.”

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“At Cadbury we love to inspire a little more generosity in the world and this Easter the return of the Cadbury Worldwide Hide continues doing just that,” Cadbury Easter senior brand manager, Laura Gray, said. “By asking people to hide an egg anywhere in the world for someone they love we hope to bring people together to share in a special Easter moment.”

The campaign will roll out across TV, BVOD, cinema, social, digital and DOOH platforms.

VCCP London creative director Caroline Rawlings added: “As soon as you peep under the hood of Cadbury Worldwide hide you find the loveliest little things going on. Real people in every nook and cranny of the country are using the platform to hide easter eggs for each other in meaningful spots.

“But we hadn’t really talked about them yet. So this work lets the public see a little bit of what we see. People in the very city in which they live, hiding Cadbury easter eggs for each other. Very Easter, very Cadbury, very sweet and hopefully very inspiring to anyone in the market for a little bit of Cadbury generosity this easter.”