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There’s only one period in the advertising calendar we look forward to more than Christmas, and that’s Easter. Unfortunately, this year, Easter egg hunts have had to be put on hold, but that doesn’t mean you can’t enjoy a nice bit of choc in the comfort of your own living room. Here’s our roundup of our favourite Easter-inspired ad campaigns from the last few years…
OK, Cadbury had to shelve their Easter ad this year, but just before the outbreak of the pandemic, they tugged a few heartstrings with their 2020 Easter ad. Their ‘Show you care, hide it’ campaign, created by VCCP, saw grandkids excitedly hunting for Easter eggs, while the teenage lad hugged his grandad (definitely not advisable in the current climate). Photographer Mark Leary’s beautifully shot ads really make you well up, and set off the chocolate cravings.
What we liked: The emotional arc
What we didn’t like: The timing, unfortunately
Our verdict: 4/5 eggs
Not so much an ad campaign, but we loved to see that supermarket giant Asda are doing what they can to reduce plastic packaging on their Easter eggs. They’ve designed a new egg shape in order to remove 98% of plastic packaging from their Extra Special Easter egg range. The move forms part of Asda’s ongoing commitment to make all own-brand packaging 100% recyclable by 2025. Top guys! Pick one up next time you’re grabbing essentials, but remember to stay safe and responsible!
What we liked: The big cutdown on plastic
What we didn’t like: Nothing
Our verdict: 5/5 eggs
Hotel Chocolat’s seasonal rep Beau Bunny returned for his fifth UK tour last year, this time with a giant floating Easter egg in tow. Using the powers of levitation, the bunny and his 19.5kg chocolate egg appeared across Somerset, Wales and the Midlands, offering the public a chance to win a year’s worth of chocolate to those who could guess the mystery locations.
“We are constantly striving to be innovative with our creations and have fun with chocolate, and there is no better time to get creative than at Easter time,” said Angus Thirlwell, CEO of Hotel Chocolat. “We hope our playful take on the Easter egg has brought new life to the season across the country and shown just how magical chocolate can be.”
What we liked: Magic chocolate.
What we didn’t like: There’s something a little unsettling about that bunny…
Our verdict: 3/5 eggs.
Staples in both chocolate and the Great British countryside, Cadbury’s and The National Trust teamed up again for their Great British Egg Hunt. Created by creative agency RPM, the annual egg hunt invites families to trawl National Trust and National Trust for Scotland properties across England, Scotland, Wales and Northern Ireland in search of Cadbury treats.
With all of the money raised going towards conserving the locations, each egg hunt had a theme linking to that particular Trust property’s heritage – from knights tracking down dragon eggs to a 1950s-style hunt.
What we liked: Simple, but effective.
What we didn’t like: Apparently this is just for children, so our adult marketing team are miffed.
Our verdict: 4/5 eggs.
As part of Sainsbury’s #nevergrowingup campaign, the supermarket giant teamed up with British inventor Tom Lawton in partnership with creative agency Gravity Road. Tom and his children, who bored quickly with a more traditional egg roll, set about making the ‘Ultimate Egg Rolling Machine’, from various odds and ends about the house.
Using kinetic energy and a series of chain reactions, this wacky take on a classic egg roll was Sainsbury’s seasonal instalment in their campaign that aims to inspire children and encourage them to ‘never grow up’.
What we liked: There’s something very wholesome about a child carrying a painted egg on his head, while his friends gather round chanting “Egg! Egg! Egg!”
What we didn’t like: Nothing! All good Springtime fun.
Our verdict: 5/5 eggs.
Madcap egg rolling inventions too sensible for you? Pushing the boundaries of what is actually edible last year was Deliveroo and South London pizza place Crust Bros, with their unique take on the Fiorentina pizza.
The Crème Egg pizza (or Fior-egg-tina, to use its full name) is a twist on the traditional Fiorentina ingredients of tomato, mozzarella, spinach and egg, instead using a macerated strawberry base, mascarpone and mint, topped with Crème Eggs and a gooey Crème Egg centre. “But what of the parmesan!” we hear you (probably) cry… don’t worry, you can swap your pungent cheese for a sprinkle of Cadbury’s Mini Eggs.
Unfortunately (or fortunately, if you’re a dentist), this treat was only available to those in South London, but maybe they’ll expand their horizons this year…
What we liked: It’s certainly creative.
What we didn’t like: The prospect of it coming anywhere near our mouths.
Our verdict: 3/5 eggs.
From giant eggs to giant hens (but which came first?). Asda’s #GiantHen campaign, created by VCCP, showed the arrival of an enormous chocolate chicken at an Asda store, soundtracked by Tom Jones crooning ‘She’s a Lady’ as she ascends to the roof to lay chocolate eggs for the waiting public.
Shot like the trailer for an Easter blockbuster, the ad includes harried Asda staff, aerial news footage and a crowd of smartphone-wielding onlookers hoping to snap a photo of the confectionery giant.
What we liked: It’s a giant chocolate hen.
What we didn’t like: Nothing, it’s a giant chocolate hen.
Our verdict: 5/5 eggs.
We sadly can’t supply your business with chocolate, but we can help you out with top creative kit so you get innovative this Easter, and throughout the year! Give us a call on 03332 409 306 or email sales@Jigsaw24.com. For all the latest news and events, follow us on Twitter @WeAreJigsaw24 or ‘like’ us on Facebook.
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