While the events were held across 319 National Trust and National Trust for Scotland properties, each delivered an experience that was unique to its location.
Agency RPM designed a creative concept that each property could use to create its own personalised experience, accounting for factors such as heritage and history.
The basic premise was the same across the properties – participants received a branded Cadbury map complete with a series of clues, which they could use to locate their chocolate surprise.
This year, Cabury’s elusive bunny character, which was central to its broader £6m Easter campaign, was claimed to have hidden the eggs.
Children also received branded bunny ears, and face-painting was available at select sites. Oversized Cadbury eggs were also placed at some of the properties.
RPM produced the trail campaign, handled kit design, staffing and digital integration. It also co-managed Cadbury’s Easter microsite, which included information about egg hunt locations, Easter recipes and activities for those who were unable to make it to a National Trust or National Trust Scotland property.
Cadbury launched its Easter activity with a stunt in the Loch Ness earlier this month, whereby three oversized, purple-coloured eggs were placed in the body of water.