Easter is rarely held in the same regard as Christmas or even Halloween (unless you’re a confectioner, of course) but the iconography of the season is ripe for creativity. Easter ads campaigns of the past few years have seen everything from Deliveroo’s chocolate dragon’s egg (back when the world was obsessed with Game of Thrones) to a flat pack easter bunny from IKEA.
But what have the biggest brands with skin in the game pulled out of their egg baskets for us this year?
Cadbury celebrate Easter’s biggest egg with smallest billboard
To celebrate one of the UK’s most-loved Easter treats, Cadbury and their agency VCCP have created a social-first ad campaign that sees Mini Eggs fully live up to their name. For the campaign, the chocolate brand worked alongside model maker Paul Baker, who made the tiny ads as well as little ladders, buckets and pasting brushes to bring the installations to life. One is even illuminated so that it can be shot in the dark of night.
….and bring back the Worldwide Hide
The virtual Easter egg hunt is back for 2024, encouraging people to hide an Easter egg anywhere in the world for a loved one to find. The idea is simple – fans hide a virtual purple Easter egg on the digital Worldwide Hide map and write a clue for their loved one to help them find their egg – in a place that means something to just them. It’s a fun little annual event that underlines how the brand is trying to move with the times without losing its identity.
Asda imagines a world where chickens lay chocolate eggs
Asda has launched its 2024 Easter advert where it imagines a farm where chickens lay chocolate eggs. Created by Havas, the ad follows a farming couple heading down to collect eggs from their chicken coops. However, these coops are some of the UK’s biggest chocolate brands. The campaign will also be supported by what Asda is calling a ‘first-of-its-kind’ PR activation with social influencers, bringing the TV ad to life. As part of the campaign, Asda is also putting on an “open farm” family fun day, alongside a competition to win an overnight stay in a luxury farmhouse.
Lindt gives Easter a touch of magic
Lindt’s Easter spot captures the magical spirit of the Easter bunny in its gold foil and red ribbon. The 30-second ‘Golden Trails’ spot taps into nostalgia by showing a child and grandparent exchanging Lindt chocolate Easter bunnies which produce sparkles, with the tagline “Make your Easter sparkle”. The ad, developed by Leo Burnett UK, highlights Lindt’s role in captivating the magic of the occasion for Easter, in a play on the grand reveal style of many Christmas adverts.
Waitrose celebrate the best of British produce
Waitrose is celebrating the best of British produce with its new integrated Easter campaign. Developed by Saatchi and Saatchi, the new campaign aims to target a wider audience and attract shoppers wanting to celebrate the four-day weekend with their friends and family.
The social campaign is also being supported by influencer activity from content creator and TV personality Sam Thompson, which will see the campaign kicked off with a teaser, to help Waitrose appeal to a broadened target audience. Farmer and content creator Julius Roberts will also provide inspiration recipes for customers, which will feature both in the March issue of Waitrose Food and the Easter episode of the Dish! podcast.
