Watch: Asda reveals truth behind chocolate eggs in surreal Easter TV campaign

Asda has embraced the ridiculous for its latest Easter campaign, which centres around a surreal farm where chickens lay chocolate eggs.

The fantastical creative – which features a farming couple who are astonished to find fully-formed chocolate eggs in their chicken coops – is also supported by a weekend-long reality TV-inspired influencer activation.

Developed by creative agency Havas London, the campaign is centred around a 30-second hero film that showcases the grocer’s extensive range of Easter products.

Anchored by the strapline: “Come for the eggs, stay for the Hot Cross Buns, as tasty as M&S”, the spot features each coop in the specific style of a different brand, including Bounty, Mini Eggs, Maltesers, Terry’s, Crunchie and the white chocolate crème egg – exclusive to Asda.

Running across TV, radio, out-of-home, social media, video-on-demand, press and online, the creative will be supported by a PR activation featuring social influencers bringing the TV spot to life.

‘’Easter isn’t Easter without a chocolate egg (or four) and this year, we’re giving the nation a fun take on where our Easter eggs ‘really’ come from,” Asda marketing director, Pippa Prain said.

“This campaign is here to show that Asda has got all your Easter needs sorted.”

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The activation will see 30 influencers and their families ‘immersed’ in Asda’s Easter offering, food, drink, fashion, homes and general merchandise during a two-day retreat at a rural farmhouse.

Produced by Another, the spot was directed by Steve Reeves and creatively conceived by Havas London creative director Jamie Starbuck and creative team Orla O’Connor and Daisy Bard.

Havas London chief creative officer, Vicki Maguire added: ‘’Easter is all about spending time with your loved ones and enjoying some top-quality food and drink.

“But c’mon, we all know what everyone wants – chocolate eggs, and lots of them. Our latest Asda campaign captures this perfectly. Showing that this Easter, Asda is offering many things, but it starts with the eggs.’’