Cadbury selects RPM for annual Easter egg hunts

Cadbury has once again enlisted agency RPM to deliver its annual egg hunt events across National Trust and National Trust Scotland properties over Easter (25-28 March).

The egg hunts will take place across the UK over Easter
The egg hunts will take place across the UK over Easter

A total of 319 events are set to take place across the properties, and RPM has designed a creative concept that enables each location to deliver its own personalised egg hunt.

Themes are to be inspired by the unique stories across different properties. Participants at Stowe can expect to wake Sleeping Beauty from her slumber, meanwhile those who visit the event at Woolsthorpe will learn about the secrets of gravity and light with Sir Isaac Newton.

RPM is developing all elements of the trail campaign, including kit design, production, staffing and digital integration, including the co-management of Cadbury’s dedicated Easter microsite.

Cadbury and the National Trust and National Trust Scotland hope that this year's events will surpass the 2015 instalment, which attracted over 270,000 egg hunt participants and more than three-million people to the properties. 

The hunts will mark the end of Cadbury's £6m 'Bunny's been busy' campaign, which saw the brand's chocolate eggs surprise consumers across the UK, and included a stunt in the Loch Ness.

Pawel Ozierski, senior brand manager – Easter, Cadbury said: "We are very pleased to be working with RPM for a third consecutive year. The Partnership between Cadbury, National Trust and National Trust Scotland is a very important part of our Easter campaign.

"This year’s Easter theme ‘Bunny’s been busy’ has been strengthened by the opportunity to supply our new Hollow Bunnies and Easter fun to hundreds of locations all over the nation. It has reinforced Cadbury as the leader of Easter egg hunts and the brand of choice for this time of year." 

Dom Robertson, managing Director at RPM added: "We are delighted to be working with these two much loved British brands for a third Easter in a row. It’s hard to think of a brand that is more synonymous with Easter; therefore to bring its brand purpose to life across the UK is a real privilege. Creating great experiences is at the heart of what we do and we hope this year’s event continues to build on the great success of previous years."

This is the third year in a row that RPM has produced the Easter trail events. View our gallery of last year's experience here.

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