Mondelez: Hunt the white creme egg

Mondelez, the food and beverage company, increased sales of its Creme Egg in its third year of the Creme Egg Hunting Season campaign by creating a sense of urgency for consumers in the UK.

Campaign details

Brand: MondelezLead agency: ELVIS

Campaign Overview

Mondelez needed to hit its Creme Egg sales targets during the four months of the year it's on shelves.

The Creme Egg Hunting Season campaign needed to feel fresh in its third year,engaging an audience that increasingly avoid ads.

Strategy

The 18- to 34-year-old target market is driven by newness, but as the product itself remains the same from year to year, the onus is on marketing to drive sales.

The Hunt for the White Creme Egg uses scarcity to great effect.

The campaign involved a first-of-a-kind series of...

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