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Top 6: March 17th 2021

Cadbury: Cadbury Worldwide Hide

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Top 6: March 17th 2021
Cadbury and VCCP are announcing the launch of ‘Cadbury Worldwide Hide’ – a virtual Easter egg hiding experience where consumers can hide an Easter egg anywhere in the world for someone they love. This will be activated in the UK & Ireland from Tuesday 9th March. Using Google Maps Street View, the hider can hide an easter egg anywhere in the world and then share a personalised clue with a loved one to help them find their egg. The recipient will then be sent the clues to help them find the virtual Easter Egg. The hider has two options; to either purchase one of four Cadbury Easter Eggs from our special Cadbury Worldwide Hide range that their seeker will physically receive once they’ve found the egg online or they can choose to simply hide a virtual Easter egg for free for a loved one to find. Generosity is at the heart of Cadbury's brand, and Easter is our opportunity to show that there’s a glass and a half in everyone. As we enter the second year of our campaign ‘Show you care, hide it’, we are flipping the Easter ritual on its head and showing that the generous act is in hiding an egg for someone you love. Physical connection has been restricted by the global pandemic and that’s why this year’s Easter campaign sets out to connect people across the UK through the power of generosity. Cadbury was founded in 1824 - but nearly 200 years of history hasn’t stopped the brand from adopting new technologies to bring people closer together through the nation’s favourite chocolate. VCCP worked arm in arm with its Customer Experience (CX) team to build the Cadbury Worldwide Hide platform to bring the vision of a virtual hide and seek to life. Following a user-centred approach, the team mapped each point of the user journey. The CX team integrated several platforms across CRM, e-commerce and fulfilment in order to design a seamless end-to-end journey. Using cutting edge technology, including the latest scalable cloud technology, VCCP built an experience that will immerse the public in the Easter spirit.
Credits Other credits


Markéta Kristlová, Senior Brand Manager Easter

Katya Savelieva, Junior Brand Manager Easter

Maighréad Lynch, Brand Manager Seasonal Ireland

Hamish Stacy, Media MEU & Global Digital Media

David Clements, Marketing Activation Director Seasonal

Colin O’Toole, Associate Director Marketing Cadbury


Business Director: Matt Smith

Senior Account Director: Charlie Griffith

Senior Account Manager: Matt Reed

Group Planning Director: Oliver Waterstone

Planning Director: Alana King

Planner: Luke Alexander-Grose

Integrated Project Director: Jon Dewart

Post Production: Electric Theatre Collective

Post Producer: Marie O’Brien

Editor: Ben Stephens @ Final Cut

Sound Design: Tony Rappaccioli @ Wave Studios

Media agency: Carat

Consumer PR agency: Golin

Community management: ELVIS

Cadbury Worldwide Hide platform (VCCP CX):

Chief Design Officer: Jonny Goodall

Chief Experience Officer: Adrian Gans

Head of Technology: Mark Sweatman

Head of Project Management: Pete Hadden

Creative Director: Jon Bancroft

UX Director: Neil Challis

Technical Director: Phil Beaman

Project Director: Hazel Coleman

Lead Producer: Harriet Fenton

Senior Producers: Dani Hammersly, Laura Richardson

UX: Kirit Chaudery

UI Design: Andy Potts, Matt Brady, Linas Jovaisas

Engineering and Data: Nigel Toole, Gustavo Rodrigues, Ali Kizildag, Russell Handy

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