2019 Silver Best Brand Building Campaign

Agency: ELVIS

Client: Mondelez

Campaign Name: It’s Hunting Season

Campaign Overview

When Creme Egg’s recipe changed, the public and media turned against it.

Mondelez needed to shift perceptions and boost sales growth by reminding people why they loved the brand.

Strategy

Convincing people to break their New Year's resolutions and buy an Easter chocolate treat in January is a big ask.

But defining the gloomy, grey period between Christmas and Easter as Creme Egg Hunting Season allowed consumers to unashamedly enjoy the product.

Ensuring the season had clear start and end points enabled Mondelez to leverage limited availability.

2017 was all about establishing the idea.

Experiential got people involved in the Hunting Season narrative. Every element of the campaign, from Snapchat lenses to in-store collateral, told elements of the same, simple story.

In 2018 the effectiveness of the scarcity principle took hold. Fans dived into a limited run of white chocolate Creme Eggs hidden among the regular product.

Creme Egg Camp, an immersive “social content factory”, was unveiled as another way to find a coveted White Creme Egg.

In 2019, the piece de resistance came into play: joining forces with household-name brands to hide Creme Eggs within their ads.

Creativity

The campaign become more distinctive each year, with the egg as the hero.

The TV ad established the visual world of Creme Egg Hunting Season, updated each year but keeping the familiarity.

All other content told a consistent story, designed for maximum impact in specific channels.

Experiential activations brought Hunting Season to life. Each was designed and built from scratch with Creme Egg branding as a “content factory”: sets for social content and venues for influencer events with photo opps for social media sharing. Attendees could try indulgent Hunting Season-themed recipes.

In year three of the campaign, Mondelez hacked other brands' ads to win over an ad-avoiding audience.

The glitchy concept looked like content was being hacked in real-time.

Results

Creme Egg became a brand people paid to experience, resold on eBay and scoured stores, billboards and other brands' ads to find.

40,000 people entered The Hunt for the White Creme Egg on social media.

Media coverage of the campaign doubled year on year. When eggs were hidden in partner brands’ ads they were found 760,000 times.

In all, over three years of Hunting Season, value sales of the total Creme Egg brand have grown by 9.4%.

The Team

Neale Horrigan, Managing Partner - Creative, ELVIS - Rob Griffiths, Associate Creative Director, ELVIS - James Hudson, Associate Creative Director, ELVIS - Marcus Aitman, Art Director, ELVIS - Laura Parker, Copywriter, ELVIS - Camilla Yates, Planning Director, ELVIS - Caroline Davison, Managing Partner - Clients, ELVIS - Claire Smith, Senior Account Manager, ELVIS - Chris Dorn, Design Director, ELVIS - Beth Stanbridge, Designer, ELVIS - Jason Garfield, Tech Lead, ELVIS - Joshua Rodriguez, Motion Designer, ELVIS - Lottie White, Creative Production Lead, ELVIS - Alexander Warren, Creative Producer, ELVIS - Bene Tanser, Motion Designer, ELVIS

Contributors

Golin, Carat