Mondelez is again partnering The National Trust and The National Trust of Scotland for a series of Cadbury Easter Egg Hunts at iconic Trust properties. This will be the 11th year the event has run, and the fifth year that experiential agency RPM has managed the activities on behalf of Cadbury.
Cadbury points out that Easter is an important time of year for it commercially, and also as a brand. Delia Metral, Junior Brand Manager, Easter, says: “We know how important Cadbury is at Easter and this year, we want to take it to the next level by bringing a smile to the whole nation with Cadbury Easter Egg Hunt – a season of celebrations where Cadbury Easter bunny will bring families together around the ritual of egg hunts. We are very excited to partner with National Trust and National Trust for Scotland again and, with RPM’s great support, organise more than 300 Cadbury Easter Egg Hunts across the UK. We expect again several 100,000s of families to take part.”
Dom Robertson, Managing Director of RPM, adds: “In 2017, we achieved fantastic results, with over 1 million people attending a hunt over the Easter weekend and an enjoyment rate of 97%. We plan to continue to improve on these results in 2018 and to build on the association Cadbury has with Easter.”
Cadbury will be providing properties with the support to activate their own personalised egg hunt themes, linking back to each of the properties unique stories, all leading to a Cadbury treat as a reward at the end.
RPM has created and is leading on all experiential elements of the campaign. This includes roll out of the successful 2017 strategy and creative concepts. The agency is also managing the National Trust partnership kit and signage production, staffing and logistics.
The hunts will be taking place at 305 National Trust properties across England, Scotland and Wales on the weekend between Friday 30th March and Monday 2nd April (except for Northern Ireland, where activities will also happen on Tuesday 3rd April).
Easter egg hunt participants are asked to either pay a small fee or make a donation to take part in a hunt, with all proceeds going back to conserving the properties. The campaign has raised over £4.1 million over the past 10 years.
The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.