The 2016 Cadbury Easter campaign in the UK featured a number of consumer event that cost the confectionery brand £6-million. Carried out by experiential agency RPM, the creative campaign included a series of egg hunts hosted in Scotland and England over the 2016 Easter weekend.
The events took place at various National Trust properties, with an experience catering to each of the 319 specific locations. In order to achieve this, RPM created a loose concept that could be easily adapted to the park at which a certain event is being hosted. Factors that would be tied into the experience to create something more personalized include local heritage and history.
The immersive brand activations complete the year's Cadbury Easter campaign, which kicked off with three over-sized purple eggs installed in the middle of Loch Ness lake in Scotland.