Mondelez: It's Hunting Season

Mondelez, a confectionery, food and beverage company, boosted sales of Creme Egg in the UK by launching immersive social content that encouraged people to hunt for a coveted white egg.

Campaign details

Brand: MondelezLead agency: ELVIS

Campaign Overview

When Creme Egg's recipe changed, the public and media turned against it.

Mondelez needed to shift perceptions and boost sales growth by reminding people why they loved the brand.

Strategy

Convincing people to break their New Year's resolutions and buy an Easter chocolate treat in January is a big ask.

But defining the gloomy, grey period between Christmas and Easter as Creme Egg Hunting Season allowed consumers to unashamedly enjoy the product.

Ensuring the season had clear start and end points enabled Mondelez to leverage limited availability.

2017 was...

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