We’re excited to share our Easter edition of retail highlights — a round-up of standout seasonal campaigns and in-store activations. From bold brand moments to Easter puns done right.
How'd you eat yours?
"I have seen this campaign everywhere – a great example of a memorable 360 campaign which gets consumers to interact on a personal level; I am definitely judging those who eat theirs melted on toast! The little Cream Egg in the QR code is a nice touch, showing how every element has been thought-out with consumer in mind." - GC View
Cadbury brings back its iconic ‘How Do You Eat Yours?’ campaign with a golden twist. Find a half-and-half Creme Egg, scan the QR and ‘admit it’ online for a chance to win up to £10,000. A bold blend of nostalgia, playful POS and prize-led shopper engagement this Easter.
Start a (Egg) lationship!
"Reese’s takes a clever and playful approach this Easter by bringing its iconic Peanut Butter Egg to life in a quest for love. Tapping into the language of modern dating profiles, the campaign charms consumers into choosing the unconventional peanut butter flavour—and it works. The social videos alone are enough to make you fall for the little guy." -GC View
Reese’s Easter 2025 campaign invites shoppers to ‘Start a New Egglationship’ with bold dating-app-inspired ads. Playful lines like ‘You’ve matched with Reese’ promote their peanut butter egg range, blending humour, seasonal relevance, and irresistible indulgence.
Cadbury's World Wide hide returns!
"Cadbury’s Worldwide Hide is a wonderful mix of clever technology and fun. This location based game is running for a second year and it still unique among brands. The offer of a free tote bag is good, relevant gift to complement the promotion. As a prize/reward we are seeing more and more tote bag offers this year.” - GC View
Cadbury’s global, interactive digital egg hunt ‘Worldwide Hide’ is back for its fifth year! Until 20th April participants can hide virtual eggs and send personalised clues to loved ones, supported by TV, OOH and digital channels. In-store, shoppers receive a free tote bag with every Ultimate Egg purchase, adding a playful reward to their Easter festivities.
See the bunny side!
"A well timed Easter promotion, with some great prizes that will entice consumers to enter. The promotion was well brought to life in store with some stand-out POS. The augmented reality gamification really makes the promotion memorable, and is something a bit different that consumers will engage with."
Maltesers ‘Hunt the Bunny’ Easter promo lets shoppers scan a QR code on pack or POS to bring AR bunnies to life. Spot one and enter to win 100s of prizes, from weekend getaways to takeaways. A fun, tech-led twist on seasonal snacking and engagement.
Big Green Bunny!
"I love how this brought a bit of playfulness and a wink to some adult humour around Easter time, puts Waitrose top of mind for seasonal marketing with a fun twist!" - GC View
Waitrose teamed up with Mo Gilligan for a playful Easter pop-up at Battersea Power Station. Shoppers must prove they’re ‘adult enough’ to win eggs, with Mo as the voice of the Big Green Bunny. It follows their April Fool’s tease, turning Easter into fun for grown-ups with laughs and chocolate.
Make Easter Sparkle
"The Lindt Gold Bunny is such a Easter icon, and this year’s campaign cleverly incorporates gifting and nostalgia. This lovely approach builds upon its established status and adds touch of magic, aiming to enhance the Easter occasion." -GC View
Lindt’s 2025 Easter campaign, ‘Make Easter Sparkle’, brings magic to the season with a chance to win up to £5,000. Purchase a participating gold bunny product and enter via QR code or text for a chance to win. The campaign features a ‘Golden Trails’ mural in London, a nostalgic TV ad, and in-store displays across UK retailers.
Best of the rest
SIP IT. BITE IT. LOVE IT.
‘Espresso Martony’ is an indulgent edible cocktail — Kahlúa served in a Tony’s Chocolonely chocolate-lined cone. It launched through immersive pub activations and a bold, flavour-driven collaboration with Lagomchef.
Next best thing to chocolate!
Walkers launches a playful Easter campaign positioning its crisps as a savoury alternative to chocolate, with ads running in Metro alongside Easter egg features and across the brand’s social channels.
Sip and savour this Easter
Trivento’s new ‘Savour the Sobremesa’ campaign celebrates slowing down and staying at the table. Running through Easter, the campaign encourages consumers to ‘stay, sip, savour’ with 5.7M+ views expected across ITV X, Channel 4 & Sky.
Easter Displays
