How Cadbury reignited the spirit of Easter, increased market share and added 1m people to its database

Agency: Dentsu London Limited - Carat

With the ritual of Easter egg hunts only mattering to a core audience of young families, and in the midst of a global pandemic that threatened to ruin Easter (again), Cadbury had a responsibility as category leader to spread the magic of Easter to everyone in the UK. Cadbury Worldwide Hide allowed consumers to hide an egg for a loved one anywhere in the world. In doing so, we brought millions of people together with loved ones and expanded the ritual to new audiences. We also smashed sales targets and future-proofed the brand within a landscape of ever-tightening restrictions.