Johnny Metcalfe

By Johnny

Social Media

The best Easter marketing campaigns of 2017

Which brands created egg-cellent campaigns to really get into the spring spirit, and which ended up having egg on their face?

The best Easter marketing campaigns of 2017

The chocolate holiday is upon us. A time when friends and family get together to celebrate Easter, spring, cute bunnies and… we’re back to chocolate again. It’s a big holiday on most brands’ calendars, especially those selling seasonal products.

1. The Beau Bunny Bounced Back

Hotel Chocolat was, of course, celebrating Easter in style. Its swishy velvet-jacketed bunny rabbit hopped about mystery locations asking users to fill in an online form (complete with data capture, of course) guessing the hot spot. Correct answers were entered into a prize draw to win some epic Hotel Chocolat goodies and voila! Easter campaign sorted.

This is a recurring campaign for Hotel Chocolat, clearly going with the motto “if it ain’t broke, don’t fix it”. With just 1,531 followers on the @TheBeauBunny Twitter account, and not a staggering amount of engagement on competition posts, it’s likely the majority of entrants found the competition on the website and certainly the #beaubunny hashtag generated some nice user content. Regardless of how successful the campaign was, it’s still a fun, quirky way to celebrate Easter and we’re firm fans of the “bunny from the burrows”.

2. Cadbury and National Trust Egg Campaign

The Prime Minister had a bit of a dig at Cadbury and National Trust for the apparent decision to drop the word “Easter” from its egg hunt campaign. Branded by Theresa May as “absolutely ridiculous”, other famous faces got involved, too. The Archbishop of York said they were essentially “spitting on the grave” of founder John Cadbury and Jeremy Corbyn described the move as “commercialisation gone a bit too far”.

But what was the fuss really all about?

According to Cadbury…

It seems the hullabaloo happened due to the event (previously the “Easter Egg Trail”) being titled “Cadbury’s Great British Egg Hunt” on some promotional material. However, it seems plenty of promotional material did actually include the word “Easter”.

Of course, all publicity is good awareness for the brand, especially given the fact that it seems the whole thing was a small misunderstanding that snowballed out of proportion. The Twittersphere didn’t disappoint us when it came to mocking the surreal series of events:

Despite the Easter Egg Hunt campaign getting off to a rocky start, Cadbury’s Easter maze by the London Eye went down a treat and its Creme Egg spotters campaign in partnership with Sainsbury’s was also an interesting way to grab the consumers’ eye. Events and campaigns like these really helped to solidify the brand as the go-to Easter product to buy. Well done Cadbury!

3. #HappyYeaster Marmite!

Think Marmite, and you probably don’t think Easter. A fairly standard social media competition to win a Marmite hamper doth not an Easter campaign make. Same goes for Pot Noodle, who seem to have done nothing at all for Easter (and why would they… noodles are hardly a staple ingredient for an Easter dinner).

So how do brands with very little link to a big occasion get a piece of the action? Unilever played a blinder this year thanks to the coverage received from the re-launch of two pretty unique Easter eggs.

As always, these egg flavours got people talking – though Pot Noodle and Marmite social channels remained surprisingly quiet about the whole thing. A bit of a missed opportunity, we think! Guys, if you’re listening – give us a call.

4. Choc-tails galore

Chocolate cocktails. What’s not to like? A clever partnership between Chambord and All Bar One saw three Choctails (all of which included Chambord, of course) served as special cocktails throughout the Easter period.

Again, this wasn’t massively discussed on social media, but gained coverage in press such as The Independent. We’d certainly like to try a choctail!

5. Sainsbury’s goes mobile-only

To celebrate Easter, Sainsbury’s launched its egg roller game. We saw the tweet online…

We clicked the link…

Oh. So that’s how it is, Sainsbury’s? It will be interesting to see if this no-desktop approach has actually negatively or positively affected engagement. The game itself was reliant on tilting a mobile to avoid obstacles, so it was a fair decision to make this mobile-only! It’s interesting, though, as more and more we’re seeing brands and businesses lean towards targeting consumers on mobile rather than desktop.

6. “Dishes” poster lands the Co-Op in hot water

The Co-Op’s latest full-page advertisement to promote its Easter range backfired. “Be a good egg. Treat your daughter for doing the washing up” was a message that didn’t exactly scream equality.

In case you were wondering if people picked up on the potentially iffy message… yes, yes they did.

The message behind The Co-Op’s #GoodEgg campaign was actually very sweet, giving consumers chance to nominate someone to reward for their kind or thoughtful efforts. Sharing users’ entries and #GoodEgg tips on social media further spread the positivity. A #GoodEgg campaign, despite it getting a little bit scrambled.

7. A cracking good competition

Smaller scale campaigns were also on our radar this easter, including this sweet campaign from Anker.

The mechanic was simple and easy for consumers to take part in, with many of the prizes being discounts on products. It might not have been the biggest campaign on 2017, but it provides a valuable lesson – it’s possible for businesses to take part in a wider event without going overboard if the message doesn’t tie-in 100% to the brand.

A potentially Hoppy Easter for brands

Large-scale campaigns seemed to be much less prominent on social media and in the press this year compared to 2016, so it will be interesting to see stats / figures about consumer engagement over the next few weeks. What has been interesting is noticing such a large volume of smaller brands run low-budget social competitions and getting involved in the wider competition by posting relevant recipes and craft tips etc. Easter is certainly still a prominent event, just perhaps brands are trying to find new ways to approach it.

Can we be the egg to your soldiers? Will you be the Marmite to our chocolate? Connect with us @ectweet or get in touch!

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Post by

Johnny

PR & Content Executive

With a first-class degree in History and Politics from Lancaster University, Johnny joined our Content and PR team in 2016. Johnny’s role involves devising and delivering PR strategies that enhance his clients’ brand perception, showcase their success and increase their industry authority. He creates targeted content that drives engagement and traffic for a diverse range of clients.

Johnny

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