Creative marketing agency, RPM, were reappointed by Cadbury to enhance the brand’s annual Easter Egg Trails experience, that was held nationwide in partnership with the National Trust and National Trust for Scotland. This marks the eighth year of the campaign and the second year that Cadbury has commissioned RPM to develop the event proposition and deliver the property based trails hand in hand with the National Trust teams.
This year’s campaign involved trails at over 300 National Trust and National Trust for Scotland properties. It operated across the UK on Easter weekend (3-6 April), with trails open until 7 April at some Northern Ireland properties. Trails can be found everywhere from spring woodlands and coastal trails to historic homes and castles, all places looked after by National Trust and National Trust for Scotland. In total over 21 tonnes of chocolate, 250,000 Cadbury Easter eggs were delivered to National Trust Properties across the UK.
The trails hope to inspire children’s inner adventurer and transform them into ‘Eggsplorers.’ Every child received a trail journal containing all the clues necessary to complete the trail. Upon completion, they were rewarded with a delicious Cadbury Egghead.
RPM have developed all experiential elements of the campaign; kit design, production, staffing, and digital integration including the management of www.eastereggtrail.com. The close collaboration between RPM and teams at The National Trust and National Trust for Scotland is central to the success of the campaign, which ran simultaneously across 311 properties over one weekend.
Last year the campaign experienced a 16% increase in trail numbers from the previous year, with a total of 224,537 trails sold. Visitor numbers also jumped by 25% from the year before, marking the highest attendance rate in the history of the campaign.
Jan Trichterborn, Cadbury Easter Novelties Brand manager said: “We are delighted to once again be working with RPM to deliver Cadbury’s annual Easter Egg Trails campaign. The campaign not only supports the National Trust and National Trust for Scotland charities, who have seen increased footfall year on year, but it also reinforces Cadbury as the leader of Easter trails and the brand of choice for this occasion.”
Dom Robertson, Managing Director at RPM, noted: “We are thrilled to be working for the second year running on such a large scale project with two of the UK’s most loved brands. Last year we created a unified, creative approach across all channels and were thrilled to see trail attendance rise 17% year on year, the highest in the events 7 year history. We look forward to delivering such a special and well-loved family event.”
Trail participants were asked to either pay a small fee or make a donation to take part, with all proceeds going back to the National Trust and National Trust for Scotland properties themselves.
Since its initial appointment, RPM have devised and delivered all creative collateral, branded and themed dressing at start and end points of the trails, redesigned the website and added an Eggsplorer themed spin to the campaign. To generate pre-trail awareness, RPM produced activity and trail packs including ideas for arts and crafts, outdoor games, delicious treats and at-home Easter Egg trails.