VCCP London unveils a fresh campaign for Cadbury’s Mini Eggs, highlighting their status as the UK’s top-selling chocolate eggs during Easter despite their diminutive 3cm size.
The social-centric campaign revolves around clever out-of-home installations meticulously designed to mimic full-scale billboards, featuring JCDecaux branding. Shot on location, the campaign footage captures the surprise reveal of the true tiny scale of the Mini Eggs billboards against their larger-than-life backdrops.
Maintaining the theme of “small but mighty,” the campaign was executed with a modest budget, leveraging a compact team from Cadbury’s agency of record, VCCP London, alongside global content creators Girl&Bear and creative digital agency Bernadette. Craftsmanship takes center stage as model maker Paul Baker meticulously creates miniature props like ladders, buckets, and pasting brushes, breathing life into the tiny advertisements.
One installation even boasts illumination for nighttime shots, enhancing its visual impact.
Charlotte Parkes, Senior Brand Manager for Easter at Mondelēz International, remarks, “‘Easter’s biggest egg’ heralds Cadbury Mini Eggs’ first campaign in five years, aimed at standing out in a crowded marketplace. While others opt for flashy ads, Cadbury Mini Eggs confidently embrace their small yet powerful stature.”
Creative Directors Emma Houlston & Colin McKean from VCCP London express their enthusiasm, stating, “It’s been five years since the last major Cadbury Mini Eggs campaign, so here’s a small one instead.” They emphasize their love for Mini Eggs and the beautifully crafted miniature billboards, deeming them a fitting tribute to these delightful treats.
The campaign will be showcased throughout the Easter season across organic social channels in the UK and the Republic of Ireland
