Independent creative agency, RPM, has revealed new details of Cadbury’s Great British Egg Hunt in partnership with the National Trust and National Trust for Scotland. The annual Easter egg hunt, which launches on Friday 14th April and runs nationwide over the Easter weekend, forms part of Cadbury’s wider seasonal campaign.

Building on the natural association between the brand and the Easter holiday, the activation is designed to encourage direct participation from families across the UK, with the ultimate aim of establishing Cadbury as ‘THE Easter Treat’. The partnership plays a key role in cementing the idea of Cadbury as owners of the Easter egg hunt into the minds of the British consumer.

Participating families are invited to join the egg hunts at National Trust and National Trust for Scotland properties across England, Scotland, Wales and Northern Ireland. For the 10th year running Cadbury will be providing properties with the support to activate their own personalised egg hunt themes, linking back to each of the properties unique stories. Themes range from knights tracking down dragon eggs to a 1950s vintage-style Easter egg hunt, all leading to a Cadbury treat as a reward at the end. All money raised goes back into conserving the locations.

RPM have created, and are leading on, all experiential elements of the campaign.


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