Cadbury believes that there is a glass and a half in everyone, and we use our platforms to bring people together. This year, we wanted to enable human connection, even if physical connection was impossible.

And this Easter – a time when people would get together and share chocolate eggs – How could we rise above the lack of human contact of the pandemic, and still bring people together and show that there’s a glass and a half in everyone?

We flipped the classic family and friends Easter game ritual of an easter egg hunt on its head and focused on not just the finding of eggs, but highlighting the generous act of hiding an egg for someone you love.

Easter egg hunts would usually be done at family gatherings, indoors or outdoors in parks, and gardens up and down the land. But with physical connection being restricted by the global pandemic we set out to connect people across the UK through the power of generosity, and still hiding eggs in real places… online.

To do this, and successfully recreate easter eggs hunts and own the ritual of hiding eggs, we created a digital experience to drive awareness, shift perceptions and get people to see the magic of hiding eggs for one another.