Cadbury Easter Egg Trails adds to online offering in year six

Cadbury is working with the National Trust and National Trust for Scotland to provide Easter Egg Trails nationwide with a campaign through Initials Marketing.

The Easter Egg Trails activity, which is now in its sixth year, kicks off on March 29 and runs through to April 1 at 287 National Trust and National Trust for Scotland properties.

The activity, designed to give Cadbury consumers a feel good experience this Easter, will be supported by a revamped website that features sharing mechanics for Twitter and Facebook.  
A Design Your Own Egghead competition is going online for the first time in 2013 to open it up to a wider audience. The website, http://www.eastereggtrail.com/, will enable visitors to download, complete the entry form and view the shortlisted entries, while the winning design will be used on-pack next year.

Activities taking place at participating National Trust and National Trust for Scotland properties will include complimentary face painting, Easter Egg Trails, Egghead competition, games and play areas – supported by brand ambassadors and games facilitators.

Initials Marketing is responsible for the overall campaign concept and activation, delivering all creative, managing logistics and on-site execution.

Chris Wareham, director and head of experiential at Initials Marketing, added: “Through Cadbury, we will be bringing a feel good factor to consumers Easter weekend in this exciting nationwide campaign. We aim to maximise reach by visiting hundreds of National Trust and National Trust for Scotland properties, whilst also providing numerous fun Easter activities online, along with the Design Your Own Egghead competition. Enhancing the digital offering seemed a natural progression for Easter Egg Trails and with a stronger online presence, we expect this year’s campaign to be the most successful yet.”