Every year Easter is a time when advertisers get the chance to create campaigns filled with eggs, bunnies, and lots of chocolate. The unsolved chicken or egg dilemma, a giant hen, a literal chocolate bar, a “talented” gorilla, and a search for good eggs: these five campaigns stood out this Easter. Here they are in no particular order:
1. Marks and Spencer Foods, Easter Adventures in Chocolate
M&S worked with RKCR/Y&R London on two different commercials for their Easter collection. Both utilize the same beautiful simplicity and an instrumental version of their usual song Clean Bandit’s “Rather Be”.
One version titled “Adventures in Chocolate” includes satisfying melting chocolate patterns, egg painting, and other delicious designs.
The other, titled “Adventures in Which Came First” features chocolate chicks appearing and then melting and an egg that gets decorated to look like a chicken. Though the ads use the usual M&S Food signature, their beauty makes them stand out this season.
2. Asda, Giant Hen
In this years’ Asda campaign something giant and chocolate comes into the spotlight. The minute-long spot by VCCP shows a Giant, slightly terrifying, hen travel to Asda to drop giant candy eggs into the supermarket.
To go with the spot Asda created an online news parody campaign to go with it, complete with two bumbling news anchors. This contains various segments that consist of an interview with the Easter Bunny, an analysis of how heatwaves will affect the hen, information showing the hen to be the Loch Ness Monster, and speculation about the Hen’s future, such as, “maybe she throws herself into an ill-fated pop career”.
There is also a Facebook game that helps the employees catch the giant eggs. The commercial is cute, but the detailed news site is what makes this campaign memorable.
3. Carlsberg, Chocolate Bar
Jumping in on the chocolaty Easter trend, with a twist for adults is Carlsberg. Partnering up with Agency Fold7, they created a Chocolate Bar. This isn’t a Snickers, or a KitKat, but a literal bar made of chocolate.
This experiential marketing campaign was set up at the Old Truman Brewery in Shoreditch. The pop-up bar has chocolate pint glasses, a chocolate dart board, and even typical pub portraits made of… chocolate. The the beer as one of the few exceptions.
The pop up was only open for a few hours, but successfully found a way to get adults more excited about Easter.
4. Aldi, #AldiFavouriteThings
Aldi produced two noticeable Easter ads this year with McCann Manchester, all under #AldiFavouriteThings.
The Aldi Favourite Things commercial shows a glimpse into a magical world of Easter food, all to an Easter-themed version of The Sound of Music’s, “My Favorite Things”.
In their other commercial, Aldi Easter Gorilla, they follow their tradition of parodying other ads by taking on the classic Cadbury ad from 2007, featuring a Gorilla drumming to Phil Collins. The ad begins in the same way, with the gorilla wistfully looking around, then it shows him comparing the prices of Lint and Aldi chocolate bunnies. After this he begins drumming terribly, then says “if you like that wait till you hear me on the piano”.
Aldi was not the only one to mock Cadbury for Easter, as Comedian John Oliver highlighted the conspiracy behind Cadbury Crème Eggs in a hilarious segment on Sunday.
5. Co-Op Food, Good Eggs
This unique and clever campaign features a few commercials that all consist of a man struggling to do something, from carrying boxes to eating a sandwich with two arm casts on.
Created by Forever Beta, “The Co-Op are on the hunt for good eggs” is the tag line. Secret cameras captured people trying to help the man and then being rewarded with chocolate eggs by someone dressed in an egg costume. Online there is a page for the campaign that has an option to nominate a good egg by tagging them on Co-Operative Food’s Facebook page with a reason for why they are a “Good Egg”.
Encouraging kindness, this brand pushes an important Easter message and the ad aligns with the core of the company name Co-Operative by showing cooperation.
Article by Page Ellerson and Rui Li, Food & Beverage News
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