Which brands created egg-cellent campaigns to really get into the spring spirit, and which ended up having egg on their face?
We thought you might need a bit of inspiration in 2020.
Easter is a busy time for all marketers, in particular, the chocolate and confectionery industry. However, It’s easy to think that Easter isn’t applicable to your brand, but that doesn’t have to be the case.
We’ve included a bunch of great campaigns from large and small brands from 2019, and ones to watch for 2020. Will current circumstances change the way that brands approach their seasonal campaigns this year? And will this mean that brands who traditionally focus on offline activation finally make the move to digital?
Some of our favourite Easter marketing campaigns from 2019
Which campaigns do you remember?
Deliveroo’s Game of Thrones Dragon Eggs
Easter 2019 fell amidst the final series of Game of Thrones, Deliveroo tapped into the hype by releasing limited edition GOT dragon chocolate eggs.
A clever incentive by Deliveroo’s marketing team, the three eggs were purchasable through their online app in a select number of cities in the UK for a bargain price.
Deliveroo knows their target audience - people who watch Game of Thrones will enjoy a night in, in front of the TV, and order their favourite food. The uniqueness of the idea plays to the hype of GoT, and multiple national news sites picked up this story - great visibility for the brands.
This campaign helped to draw in new account sign ups from consumers and fans alike, all trying to get their hands on the limited edition eggs. We’re watching this space to see how they can top this campaign in 2020.
Ikea’s Flat Pack Easter Bunny
The main challenge for brands at Easter is - how do they fit into a market that shouldn’t really be theirs. IKEA knows what they’re famous for - flat packing! They were keen to ‘hop’ on the Easter bandwagon in 2019, with the introduction of their flat-pack chocolate easter bunny called Vårkänsla.
A creative play on their self-assembled products, Vårkänsla came packaged complete with instructions on how to build the 3D bunny. Not surprisingly for the creative marketing geniuses at Ikea, this campaign is on-brand to a tee, gaining huge traction on social media and news outlets alike for its humorous creativity, whilst driving consumers straight into stores.
It stands out for us, as it is true to brand, creative and fun and compliments what they’re known for. For once this is a flat pack we’d be happy to assemble and that’s why we’ve included it.
The Marmite Easter Egg
Continuing with the topic of ‘brands that don’t belong in this space - Marmite! It’s always been a love or hate topic for this company, which causes a volume of debate across the internet, which is exactly what you want! Visibility and hype at a time you’d usually get very little.
"Yeast extract. Full on flavour. The one and only yeastier egg. 100% vegetarian. Love it or hate it! You just have to try it!"
We’ve picked this because the campaign is genius. Teaming up with Asda, it puts the brand in the chocolate aisle during a key trading period. It gives ASDA a USP and reason for marmite lovers to specifically visit their store and website. The worst thing for a campaign is apathy! Marmite knows how passionate their advocating fans are and another great campaign to showcase their ability to get people talking/arguing.
Haribo Starmix and their alternative Easter Double Yolker competition
Haribo also entered the mix for Easter 2019; the non-chocolate based sweet brand created a fun, quirky and on-brand campaign, that is based on finding ‘double yolker’ sweets within their limited edition packets of Starmix.
The #HuntTheDoubleYolker competition was easy for consumers to take part in, they simply needed to pick up a packet of limited edition Starmix at their local food store and see if a ‘double yolker’ egg is in the packet for their chance to win a UK family holiday.
Nisa’s Cadbury Egg Hunt
We had to end our round-up of 2019 with our personal favourite! Last year we worked with Nisa Local on a cross-channel campaign to convert digital fans into physical footfall with the Nisa Cadbury Egg Hunt. For this, our main aims were to drive footfall in-store and raise awareness of Cadbury’s Easter range. However, we still wanted to create content that was engaging and fun for Nisa’s fans. This multi-channel campaign helped us to boost not only Store Locator visits, but also social engagements and reach!
Easter campaigns to watch out for in 2020
Two campaigns that have caught our eye this year...
Walker’s Savoury Easter Egg
If you don’t have a sweet tooth, Easter might not be your favourite time of year. However, 2020 has seen the launch of the Sensations Easter ‘Egg’ Gift Box - which includes Sensations Thai Sweet Chilli Crisps, a bottle of Malbec, two stemless wine glasses, a bamboo sharing bowl AND a £5 Amazon Prime Video voucher.
Not only is this ingenious as it appeals to those of us who prefer savoury over sweet, but is the perfect accompaniment to a night in - something that we’ve all been enjoying a lot more of recently...
Cadbury Creme Egg EATertainment
As if Cadbury hadn’t already featured enough in this round up, this year they have developed EATertainment, a free video-on-demand platform bursting with Creme Egg-themed original content. They have also partnered with Amazon to create content that wil live on the Amazon Prime Hub, to help further their campaign. Their agency, Elvis, stated that “Cadbury Creme Egg is a brand born to entertain, and what better way to act like an entertainment brand than playfully wading into the streaming war?”
And did we mention? They’re also giving customers the chance to win up to £10,000!
Not forgetting some old favourites
Here are just a few campaigns we thought were definitely worth shouting about...
White Cadbury’s Creme Eggs
Cadbury’s created a limited White Creme Egg, and added a Wonka style win £2,000 if you managed to find it. Messing with a staple english favourite was a great way for Cadbury’s to create virility, so they’re doing the same in 2019 too.
This years campaign has already seen Cadbury’s taking the easter egg hunt to a whole new level. The brand has been busy partnering up with other International companies, then seemingly appearing to hack into their websites, offline advertisements as well as social media feeds and hiding their milk and White Creme Eggs amongst their visual ads for consumers to spot and win prizes. We definitely think they’re onto a winner with this campaign!
Google (no) Doodle
You’ll notice from time to time, Google add a doodle to the search results page - they’ve honored many greats, Robert Moog, Pac-Man to name a few. Controversially - amongst christians - they choose not to honour easter as part of their celebrations. Interesting debates over here. Google didn’t entirely ignore it. Here’s a tweet…
This isn’t a campaign! Why is it in here? The reason we’ve included this, is religion within marketing can be complicated. Sometimes deliberately used to provoke, and other times brands treat with apathy - usually in an effort to not offend or perturb sections of their audience. We thought we’d include this, as easter might be a campaign you decide to ignore altogether, as sometimes the backlash from a campaign is just not worth the bad exposure you may well get.
It’s interesting to see that both big and small brands are getting more creative, fun and socially engaging with their approach to Easter content year on year.
Easter is evidently still being seen as a prominent marketing event within many sectors, and we’re starting to see brands develop and tailor their campaigns further around who they are, what they sell and how that ultimately brings in ROI for them, whether that be through awareness, engagement or driving traffic in store and online.
Understanding your audience and what drives them is key to any marketing campaign. You can’t grow without new customers - so finding yourself appear in places you wouldn’t usually is key to a strong easter marketing campaign. Here’s out top tips for success...
Know your audience
Stay true to your brand and values - give your audience something to discuss
Spin it - Think about how you can be seen in a space, when by rights, you shouldn’t be seen
Good read? Why not spread the word!
The Best Easter Marketing Campaigns 2019
Need help coming up with an egg-cellent seasonal marketing campaign?
Laura is one of our Social Media Executives. She graduated from university in 2014 with an honours degree in English Literature, and before joining our team she previously worked in the arts, charity and insurance sectors. She works with our social clients to help plan and strategise content, as well as assisting with training.