With the U.K. still mostly under lockdown for Easter this year, Cadbury has devised virtual egg hunt that lets people hide an Easter egg "anywhere in the world."
The campaign, via agency VCCP, uses Google Maps Street View to let the hider place an egg in any location of their choosing. They can then share a personalized clue with a loved one to help them find their egg. The hider has two options: purchase one of four Cadbury Easter Eggs from a special Cadbury Worldwide Hide range that their seeker will physically receive once they’ve found the egg online, or simply hide a virtual Easter egg for free for a loved one to find.
The campaign will is being supported with a TV ad, seen here, suggesting users could pick anywhere from a favorite holiday spot to a place "you've always dreamed of going back to," as well as social, digital, OOH, PR, in-store and online elements.
“This year, we felt it was important for us to create something that would help people feel close, even when they cannot be together," said Markéta Kristlová, senior brand manager Easter U.K., Mondelēz International. "There is something so generous in taking the time to hide an egg at Easter and we wanted to capture that in a way everyone could do. We can't wait to share it with everyone and make people feel a little more connected however far apart they may be this Easter.”