Great question.
Our comms strategy was to disrupt the usual easter chat – creating disrupting by messing with the one thing that we knew would best drive the taste message – the product itself.
Cadbury rule easter. Millions of Cadbury creme eggs are eaten every April. There was no better brand to partner with at this time of year, so we asked them… and they said yes.
We developed the ultimate easter product – Heinz [seriously] Good Cadbury creme egg mayo. And launched it to media in the perfect moment to drive mass brand talkability and sales of their core mayo.
