Situation:
Cadbury sponsor the National Trust Easter Egg Trails at 240 venues across the UK, promoting reduced packaging product; Cadbury Eggheads
Problem:
Driving footfall to the properties and promoting the Egg Head product with PR, the only communications channel
Solution:
A celebrity-backed competition for children to design their own Easter egg and win the chance for it to appear on shelf, only available at the events
Innovative communications:
A hardworking national and regional press offi ce with targeted mummy blogger relations and a podcast
Business growth?:
100% increase in event footfall (600,000 > 1.2M). 80% of visitors understood Cadbury’s involvement, 40% heard about the trails through PR and 10,000 entries received
Posted by James on July 28th, 2011
