Lead agency: ELVIS
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.
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 all about establishing the idea.
Experiential got people involved in the Hunting Season narrative. Every element of the campaign, from Snapchat lenses to in-store collateral, told elements of the same, simple story.