Blog

Objective / insight

• Due to the global pandemic, physical interactions have been incredibly reduced. VCCP decided to connect people across the UK with generosity, the central value of the Cadbury brand. VCCP turn this Easter tradition, explaining how hiding an egg can be a generous act for a loved one.
• Therefore, they launched the ‘Cadbury Worldwide Hide’ which is a virtual Easter egg hiding experience where consumers can hide an Easter egg.
• The Cadbury Worldwide Hide website was open from 9th March 2021 to 29th March 2021 for online purchase. The free to play option continued and ran until 5th April 2021.

Implemented strategy

• First you have to sign up on the ‘Cadbury Worldwide Hide platform’, the next step is to hide your easter egg on the map, then write a clue for your loved one. (the level of difficulty is up to you!).
• Little tip from Cadbury, choose a place which is special to both you !
• Once you have written it, send it their way. After that, when your loved one received your special clue, they can start searching on the map for their egg.
• The other option Cadbury offers is to ‘hide a real Easter egg’ for £15, which means when you loved one finds the egg you’ve hidden on the virtual map, Cadbury will send them a real egg in the post! And do not worry if your loved one can’t find your hidden egg: it will still get sent to them at the end of the promotion period.
• Whatever your choice, don’t forget to wish them luck, the world is a pretty big place !