What it had to solve
Cadbury wanted to encourage more generosity in the world and reinvent the traditional Easter egg hunt at global scale, with VCCP London as its global agency of record.
How it works
For 2024, twelve hero OOH posters set real clues submitted by past participants — like 'I wanna be proposed to here' — against everyday landscapes, produced by VCCP's studio Girl&Bear, placed at beachfronts and parks by Publicis Media. Street-cast social stories ran on TikTok, Instagram and Facebook, plus ten 30-inch Spotify ads targeted at playlist interests. The platform itself was crafted by Bernadette, VCCP's digital innovation company.
What it did
300,000 people have hidden eggs through the platform over its first years. The campaign runs across TV, social, DOOH, radio, platform and YouTube in the UK and Ireland. No sales figures reported.
Background
LBBOnline reported on 26 February 2024 that Cadbury had brought back The Worldwide Hide for the fourth consecutive year: an online platform that lets people hide an Easter egg anywhere in the world for a loved one, along with a personal clue to find it. Hiders place the egg through an immersive Google Maps Street View integration; they can send a virtual egg or have a real one dispatched to the lucky seeker once the clue is cracked.
The 2024 campaign, by VCCP London, put real clues from the 300,000 past participants on twelve hero OOH posters for the first time — one giant Cadbury Easter egg nestles next to a tent at sunrise under the clue 'I wanna be proposed to here' — produced by VCCP's content studio Girl&Bear and placed in locations that matched the creative, like beachfronts and parks. Street-cast real stories ran on TikTok, Instagram and Facebook, and ten 30-inch Spotify ads targeted specific playlist interests.
Senior brand manager Charlotte Parkes framed the platform as encouraging 'more generosity in the world', and VCCP creative director Zoë Stock said the genuine public clues recalled the inconspicuous places that 'wind-up meaning so much to only you and one other person in the world'. The campaign runs across TV, social, DOOH, radio, platform and YouTube in the UK and Ireland, with media by Publicis Media, owned-channel activity by Elvis and PR by Ogilvy.
Why it lands
An egg hunt is local by nature; the platform made hiding one possible anywhere on the planet.
The personalised clue, not the chocolate, carries the emotional payload between hider and seeker.
Three years of real submissions gave the fourth campaign authentic content no brief could invent.
Media placement mirrored the clues — beachfronts and parks instead of generic billboards.
What you can take
A digital gimmick becomes a tradition when the audience supplies the content: three years of real clues became the next campaign's media.
Since then
The 2024 campaign launched on 26 February across the UK and Ireland. No results beyond the 300,000 cumulative participants were reported.
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