The Challenge
- Develop a live event that allows Cadbury to ‘own’ Easter
- Find a suitable partner with equivalent family brand values
- Align the brand with rituals associated with Easter.
- Communicate a sense of ‘specialness’ associated with Cadbury
The Solution
- Cadbury sponsored Easter Egg trails at National Trust venues in Easter 2008
- 220 venues across England, Ireland, Scotland and Wales participated
- Cadbury provided Face Painters, Entertainers and play areas - Cadbury Eggheads given to all participants
- The Easter Egg trails were advertised on 23million packs of Easter eggs
- A dedicated web site detailed the properties hosting trails along with dates and times
The Result
- 600k attendees over Easter weekend *
- Estimated 12m awareness of activity *
- 431 live days fulfilled:
- 200 Face Painters
- 28 Entertainers
- 213 Brand Ambassadors
- 97% recognition of Cadbury Sponsorship amongst attendees *
- 73% of National Trust sites participated (220 sites in total)
