Mondelez: Hunting Season - Creme Egg Camp

Cadbury's Creme Egg, a chocolate confection sub-brand, propelled brand growth in the UK by providing consumers with the chance to get their hands on a limited run of white chocolate Creme Eggs in a "Willy-Wonka style hunt".

Campaign details

Agency: Elvis

Creme Eggs are only on sale until Easter, and speedy sales are the order of the day.

The brief was to drive reach and engagement in order to power these sales through platforming the mental availability that contributes to the ultimate goal: brand growth.

Strategy

With Creme Eggs only on sale, fans were given something they least expected: The chance to get their hands on a limited run of white chocolate Creme Eggs.

They were hidden in stores up and down the country, and the media, consumers and influencers got stuck into a "Willy-Wonka style...

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