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Agency: Mondelēz | Cadbury

With increasing HFSS regulation, a low mood enveloping the nation and the buzz of the traditional Easter egg hunt no more, Cadbury set about bringing back the buzz. Underpinned by an emotive idea and seamless cross-channel execution, this campaign well and truly ignited the spirit of Easter giving with 1.8m visits with a total of 157k hours spent on site. Plus 1.4m people hunting for eggs worldwide! And that’s not forgetting increased market share at a critical annual peak, as well as 1m people added to their database in the face of increased HFSS restrictions.