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Cadbury, National Trust update Easter Egg Trails with Eggsplorer theme

Thursday April 17, 2014 at 5:50pm
Cadbury is updating its annual Easter Egg Trails campaign, run in partnership with the National Trust and National Trust for Scotland, with a new Eggsplorer theme. This year’s campaign involves trails at over 300 National Trust and National Trust for Scotland properties, with the activity reaching its peak over Easter weekend (April 18th to 21st 2014). For this year’s campaign, Cadbury briefed marketing communications agency RPM to come up with a theme and creative that enhanced cohesion across all of the trails being run. Although the campaign is in its seventh year, it is the first year RPM has worked on it. As each of the hosting properties is unique, RPM’s primary brief was to come up with a solution that created consistency across them all to enhance brand cut-through. RPM devised the idea of incorporating a unifying theme across all touch points, with participating children being turned into ‘Eggsplorers’ through the use of Cadbury-branded pith helmets, passports and trail journals. As lead agency for the integrated campaign, RPM has taken responsibility for all experiential and digital activity, with PHD overseeing media and GolinHarris taking care of PR. RPM’s response to the brief included developing an app to turn family photos of trail experiences into personalised socially-sharable content in the form of an Eggsplorer scrap book. RPM devised and delivered all creative collateral, branded and themed dressing at start and end points of the trails, redesigned the website and added an Eggsplorer-themed spin to the campaign’s online activity pack, trail pack and competitions. To generate pre-trail awareness, bursts of shopper activity were run across Morrisons stores. This entailed brand ambassador teams encouraging shoppers to buy from the Cadbury Easter range in return for an Easter Eggsplorer activity map and entry to a competition where consumers could win National Trust or National Trust for Scotland property entry passes. Trail participants are being asked to either pay a small fee or make a donation to take part in a trail, with all money going back to the National Trust and National Trust for Scotland properties themselves. Consumers will be able to ‘vote how their money is spent’ at the end of a trail by placing a sticker against three options on a trail ‘voting board’. Iwona Zbierska, Cadbury’s senior brand manager Easter, says: “Cadbury’s annual Easter Egg Trails nurture a real feel good factor that Cadbury, and in turn consumers, are helping the National Trust and National Trust for Scotland while experiencing the joy of our Easter Egg Trails. The campaign also reinforces Cadbury’s position as the leader of Easter treats and delivers a positive effect for the whole brand.”
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