Supermarket chain Waitrose is celebrating an adult-friendly Easter with a new campaign fronted by comedian Mo Gilligan, showcasing its range of chocolate eggs.

Crafted by London agency Wonderhood Studios, via its social-first arm Wonderhood Makers, the work was initially teased on April Fool’s Day with a social media announcement that Waitrose would no longer be selling Easter eggs to children.

‘Adult Only’ sees Mo Gilligan communicate with an unsuspecting public, ultimately deciding whether they are worthy of an Easter treat. The comedian’s probing questions include crucial issues such as: ‘What time is your bedtime?’, ‘milk or dark chocolate?’ and ‘show us your best dad dance’.

“With a wide selection of Easter Eggs ranging from premium to playful, we are perfectly poised to deliver against the adults-only premise that this bold campaign makes,” said Nathan Ansell, Waitrose chief customer officer.

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“Adults want Easter eggs too, shows not only that we have a delicious selection of treats for our customers, but we have a sense of humour too.”

Amplified by the social-first film, the activation took place at Battersea Power Station’s high-footfall public space, Malaysia Square where the ‘Big Green Bunny’ gave away Waitrose eggs to deserving members of the public.

Wonderhood Makers co-founder and managing partner, Jo Lumb added: “Easter is an important time for the whole family, and there’s no reason for adults to miss out on the fun.

“By understanding that grown-ups love chocolate just as much as any child, we hope this playful activation will give customers of all ages the permission to indulge in Waitrose’s delectable choice of eggs.”