M&M’s is encouraging the public to ‘Easter Together’ this year with a new seasonal integrated campaign developed in collaboration with The&Partnership.
Spearheaded by a hero 15-second film, the campaign’s key message reminds us that Easter is always better when celebrated together – tying in with M&M’s global brand purpose to ‘use the power of fun to include everyone’.
Depicting various M&M’s characters engaged in a range of Paschal escapades, the spot will supported by radio activity alongside 6-second addressable social films that celebrate Easter rituals.
“M&M’S is focused on creating a world where everyone feels they belong, a world that is for all funkind,” Mars Wrigley global content architect, Chris Brody said.
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“Core seasonal moments, like Easter, are an important occasion for the brand as people come together to celebrate with friends and family, with our products at the centre of those celebrations helping to inspire moments of happiness, connection and fun.”
Celebrating the three key activities associated with the season; baking, gifting and Easter egg hunting, the campaign will additionally be pushed out across online video, press and audio.
The&Partnership creative director, Jim Stump added: “If characters made of chocolate themselves didn’t start getting excited about Easter together, then how on earth are we supposed to? Hopefully their collective antics will inspire people to cook, egg-hunt and have fun together this year.”
The seasonal push follows the recent controversy surrounding the Mars-owned brand’s outlandish campaign which saw US comedian Maya Rudolph ‘launch’ clam-flavoured M&M’s.
