VCCP London has created a new campaign for the brand’s Mini Eggs, playing on the fact that they are the UK’s biggest-selling chocolate egg at Easter time but are only 3cm tall.
The social-first campaign centres around small out-of-home special builds made to look like they are full-scale – complete with JCDecaux branding.
The content was filmed in situ, with the camera panning back to reveal the true tiny scale of the Mini Eggs billboards against their backdrops.
Keeping with the theme, the campaign was also completed on a tiny budget, using a small team from Cadbury agency of record VCCP London, as well as global content creators Girl&Bear and creative digital agency Bernadette.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Craft in miniature form is celebrated through the campaign, with model maker Paul Baker making the little ladders, buckets and pasting brushes that appear in the tiny ads, bringing the installations to life.
One installation was also illuminated so it could be shot at night.
“’Easter’s biggest egg’ marks the first Cadbury Mini Eggs campaign in half a decade, designed to shine brightly in a crowded marketplace,” said Easter at Mondelēz International senior brand manager Charlotte Parkes.
“While others clamour for attention with loud, flashy ads, Cadbury Mini Eggs proudly embrace their small yet mighty stature.”
VCCP London creative directors Emma Houlston & Colin McKean added: “It’s been five years since the last big Cadbury Mini Eggs campaign, here’s a small one instead”.
“We love Mini Eggs and we love these beautifully crafted mini billboards, so couldn’t think of a more fitting way to celebrate these magnificent little eggs.”
The campaign for the UK’s biggest-selling chocolate eggs will run throughout the Easter period across organic social in the UK and Republic of Ireland.
