Cadbury kicks off £6m Easter campaign with Loch Ness stunt

Cadbury has today (1 March) launched a £6m Easter campaign for 2016, launching the initiative's experiential arm with a stunt in Loch Ness, Scotland.

The new campaign features the mysterious purple-clad Easter Bunny
The new campaign features the mysterious purple-clad Easter Bunny

The brand promises to surprise locals living by the famous loch with giant versions of its Easter eggs, as well as other sampling activity.

The chocolatier also plans to continue its Easter egg hunt heritage, alongside its 9-year partnership with The National Trust and The National Trust for Scotland. More than 300 hunts have been planned for 2016 at the charities’ properties around the country.

The brand experiences form part of Cadbury’s new seasonal advertising campaign, which features the elusive Easter bunny. It was first shown on ITV’s This Morning programme earlier today.

The overarching Easter initiative is being delivered by agencies RPM, Fallon, Carat, Golin and Elvis.

Claudia Miceli, senior brand manager for Cadbury Easter, said: "For many years Cadbury has always been part of Easter in family homes and this year is no different. In our new advert the Easter bunny is a fluffy deliverer of joy who excites families around the country in the lead up to the Easter egg hunt weekend by playfully hiding eggs everywhere.

"This advert is part of our wider Easter campaign and we’re very excited to see it hitting our screens, helping make Easter an even more joyful one this year."

More: In pictures: Cadbury Dairy Milk performs first music album live in London

In pictures: Cadbury sends new Milk Tray Man on speedboat down the Thames

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