Cadbury’s ‘Worldwide Hide’ campaign returns

The virtual Easter egg hunt is being promoted by work including 12 out-of-home ads

Cadbury’s “Worldwide Hide” campaign has returned with a digital out-of-home focus.

The virtual Easter egg hunt, created by VCCP, enables people to hide eggs anywhere in the world using Google Street View.

The campaign is led by 12 digital out-of-home posters displaying real clues from the 300,000 past participants in the Worldwide Hide. The clues are set against eye-catching yet everyday landscapes, and are designed to raise awareness of the Worldwide Hide website.

One of the out-of-home ads shows a giant Cadbury Easter egg next to a tent under a sunrise, with the clue “I wanna be proposed to here”.

The posters were produced and edited by VCCP’s global content creation studio Girl & Bear. VCCP told Campaign the ads were designed to add “emotional depth through shared memories and sentiments”.

Media planning and buying for the campaign has been handled by Publicis Media, which it said includes out-of-home spaces and locations that “enhance the OOH creative, including beachfronts and parks around the UK”.

In a first for the Worldwide Hide platform, VCCP has also created 10 30-second Spotify ads to target specific playlist interests on Spotify, as well as a TV spot “Cadbury Worldwide Hide”.

The 30-second TV ad for the campaign, first launched in 2021, encourages people to hide Easter eggs for a loved one “somewhere special to both of you” against a backdrop of idyllic locations including a beach, castle and woodlands. The ad ends with a woman hiding an Easter egg using her mobile phone and a push for viewers to “search online for the Cadbury Worldwide Hide”.

The TV spot was directed by Ewan Jones Morris through Girl & Bear, the copywriter was Aly Golani and the art director was Emma Jackson.

The campaign also includes social media ads on Facebook, Instagram and TikTok, designed to showcase “authentic stories” from people selected through street castings, VCCP said.

This comes alongside radio, platform and YouTube, and owned-channel activity being handled by Elvis.

Charlotte Parkes, senior brand manager at Mondelēz International, said: “We love to encourage more generosity in the world and this campaign continues doing just that. This year, we wanted to champion and hero the special moments highlighted in the clues of the nation to show just how meaningful hiding an egg for someone you love can be.”

People can register on the Worldwide Hide website from February 26 to place an Easter egg and share a personalised clue with a loved one to help them locate it.

The person hiding the egg has two options: to purchase one of four Cadbury Easter eggs from the Cadbury Worldwide Hide range that their seeker will physically receive once they’ve found the egg online, or to simply hide a virtual Easter egg for free for a loved one to find.

Zoë Stock, creative director at VCCP London, added: “Taking part in ‘Worldwide Hide’ means having a good old think about somewhere special to hide your egg for someone – reminiscing about where funny stories happened, disastrous holidays, or private jokes.

“We wanted the genuine clues submitted by the public to be the inspiration for this. To remind people of those inconspicuous places that somehow wind up meaning so much to only you and one other person in the world.”

This is Cadbury’s fourth year using its Worldwide Hide platform in the run up to Easter. The platform began in 2021 during the pandemic lockdowns.

This article first appeared on Campaign UK