Egg-citing Easter Marketing
The egg-stra long Easter weekend is almost upon us and the hunt for the perfect egg is well and truly on! The UK Easter Egg market alone is worth a massive £220 million, so it makes sense for confectionary brands and retailers to communicate to shoppers during this period. From gamification to overgrown hens… we round up this year’s cracking selection of Easter marketing:
Which came first, the giant chocolate chicken or the enormous candy egg? Whichever you decide, you’ll be able to spot both in this years Easter campaign by Asda. In the first 24 hours alone, the supermarket’s spot caused an uproar on social media with over 650,000 views on Facebook and3.9 million impressions of the #GiantHen tag.
Thorntons has rolled out its most substantial Easter-related digital content as the company looks to capitalise on the potentially lucrative sales window. In the ilk of Charlie and the Chocolate Factory, Thorntons have launched a gamified, interactive chocolate factory that gives consumers a glimpse into the company’s egg production process. The digital experience allows customers to learn about the company’s heritage before being offered the chance to take part in a virtual Easter egg hunt. Users are asked to find 5 Easter eggs around the factory and those that do are then entered into a prize draw for the chance to win a real-life tour around Thorntons actual chocolate factory!
Cadbury has launched its largest ever Easter weekend experience in partnership with the National Trust and the National Trust for Scotland. The ‘Bunnys been Busy’ Easter marketing campaign kicked off on the 3rd March with a PR stunt of three giant eggs in Scotland’s infamous Lough Ness – each weighing four tonnes and the height of a double decker bus!
On top of this, Cadbury will have eggs popping up in unexpected locations around the country in the run up to Easter, so make sure to be on the lookout for #EggsEverywhere. The massive event aims to reinforce Cadbury as the leader of Easter egg hunts and the brand of choice for this time of year.
Returning to its “Lidl Surprises” theme, Britain’s fastest-growing supermarket, Lidl, has an egg-stra special Easter advert to encourage families to choose them for their bank holiday weekend supplies.
Further campaign executions will launch on press, outdoor, point of sale, digital, radio and social. As well as a series of short videos on the brand’s social channels which families are being encouraged to share during the Easter period.
Budget supermarket, Aldi have taken on Cadbury and Lindt with a spoof of the Cadbury’s classic ‘gorilla’ ad for their Easter campaign this year. The campaign is hoping to drum up business with a 60kg drumming gorilla (yes… really) that draws attention to the cost savings on an own brand Easter bunny over a Lindt equivalent.
This is not the first time that Aldi have parodied another brands advertising efforts. Last Christmas they took on John Lewis by creating their own “man on the moon” ad which showed an old man living on the moon comparing the price of telescopes!
To promote its most recent innovation, Stork with Butter, the Unilever brand has created an Easter campaign that compromises TV, social and digital video-on-demand marketing.
Marmite is running an on pack promotion across its 250g jars, offering consumers the chance to receive a free superhero-themed Marmite egg cup with every purchase. The giveaway offers the brand a way to engage with younger audiences, and inspire them with new ways to enjoy Marmite at breakfast.