A candy-infused, ‘chocolate bunnies everywhere’ holiday, Easter is a joyful theme to herald the arrival of spring! So, let’s take a look at the egg-cellent marketing campaigns of the brands from Ikea to Nestlé.
This joyful and entertaining event directly touches to the marketing industry, yet it’s so related to a According to the National Retail Foundation, Easter holiday last year raked in an estimated $18 billion in sales. This year, the average expected spending of people celebrating this year will increase per person — however, the overall amount spent on Easter will be the same, or less than 2018.
Even though the industry is covered with full of candy, chocolate and other festive food, the marketing people can utilize the holiday and roll up the sleeves and besides FMCG, IKEA and PETA also did a good job on highlighting the other important stuff by attributing Easter.
So let’s jump up, skip and hop around from one amazing campaign to another. Happy Easter!
Nestlé | Alice
Nestlé, one of the world’s largest food and beverage companies, highlighted how the Easter holiday makes you feel, rather than focusing on their specific products but the story in their campaign.
In my point of view, all of us are a potential secret fan of Alice In Wonderland from our childhood. In the 60-second clip, you see an oversized-Alice doing average daily activities like taking a shower, commuting to work, and going out with her friends. Then you see her get a train and arrive at her family’s home (still oversized). As soon as her mother (or family member, friend, etc.) opens the door, Alice suddenly shrinks down to the average human size and tagline comes, life makes us grow up; Easter brings us back.
Ikea | Flat Pack Vårkänsla
The main challenge for brands at Easter is – how do they fit into a market that shouldn’t really be theirs. Universally, Ikea knows what they’re famous for: flat packing! And they’ve introduced their flat pack chocolate easter bunny called Vårkänsla.
As well as the packaging design is such a creative play, Vårkänsla comes along with the instructions on how to build the 3D chocolate bunny. This campaign has gained big traction on social media and news alike for the humorous creativity, yet driving consumers straight into Ikea’s.
It stands out for us, as it is true to brand, creative and fun and compliments what they’re known for. For once this is a flat pack we’d be happy to assemble and that’s why we’ve included it.
Deliveroo | Game of Thrones Dragon Eggs
A very clever and good-looking marketing campaign! These colored, sparkly-ish three limited-ed eggs by Deliveroo will be purchasable through the mobile app in a select number of cities in the UK for a bargain price.
Presumably, the company knows their target audience and guessed out that Game of Thrones fans will enjoy the service while ordering their favourite food. The uniqueness of the idea plays to the hype of GoT, and already multiple national news sites have picked up this story – great visibility for the brands.
This is an ideal follow up example to see how they continue to market this campaign digitally and offline.
Cadbury | Live Easter Egg Hunt
Cadbury makes us delight with their specialty, Cadbury Eggs and of course other Easter-themed treats, and with their digital-concepted, creative holiday marketing campaigns.
Last year, the confectionary brand and Ogilvy Melbourne partnered with Facebook360 to create a VR social media marketing campaign and launched the first live 360-degree Facebook video Easter Egg hunt. Users should log in to Facebook and see the 360-degree video feature to scan the virtual landscape and hunt for hidden eggs. The first person to detect the egg and comment the location was rewarded with real chocolate!
Peta | Baby Chicks
Happy happy very far, this is a dark side campaign by PETA. Back in 2014, they released a 40-sec-long video of baby chicks falling in slow motion into trash. Because so, they wanted to emphasize the holiday marketing potential to focus on the fact that billions of newborn chicks are male, and that those males are killed as a waste product of the egg industry every year.
Although PETA is not selling or promoting anything, the organization brings attention via the short film, because celebrating Easter
Haribo | #HuntTheDoubleYolker
This year’s #HuntTheDoubleYolker competition by Haribo, is easy to participate. Users simply need to pick package of the limited edition Starmix from their local food store and see if a ‘double yolker’ egg exists in the package for a chance to win a UK family holiday.
With this relatively small campaign being marketed across their brand packaging and social media, it’s exciting to see how consumers react and engage with this non-chocolate, ‘eggy’ campaign.
Carlsberg | #IfCarlsbergDidChocolateBars
What does a chocolate bar mean to you? According to Carlsberg, apparently it’s a bar! The brand’s very entertaining campaign reputates in the marketing world, #IfCarlsbergDidChocolateBars is a real witty one. They know that candy and chocolate have a large role in the Easter holiday and wanted to share with the world how it would look if they dabbled in the candy industry. They built a box and wrapped it like a candy bar. And it’s a brewery, pub-alike place, all covered with chocolate. In this way, one of the best OOH ad was made by a liquor brand.
All of these Easter ads did a wonderful job reminding us that sometimes we can get caught up in the materialistic aspects of the holidays and forget what’s really important: being kind and showing love to others; whether it be your friends, and spend your holidays with your most loved ones!