How do you make Cadbury famously synonymous with hiding eggs during the Easter season? Easy. Hide the World Record Egg, the world’s most famous egg and influential Instagram account with the 2nd most liked post ever (after Lionel Messi’s world cup win), and watch over 60 million people go bananas.

Hijacking this cultural phenomenon allowed Cadbury to cement the fact that they love hiding eggs for people to enjoy because, after all, hiding is the generous side of the Easter hunting experience. Once the stunt was finally revealed, the egg was replaced with a purple wrapped Cadbury one.

Cadbury. Famous for Easter Eggs.

@world_record_egg. The most famous egg in the world.

In the lead up to Easter, Cadbury secretly hid the most famous egg in the world. The World Record Egg was in hiding, replaced by a single post of a shadow where the egg once was.

The internet lost its mind. Over 700,000 people engaged with the post. 20,000 of them commented trying to work out where it had gone. Just before Easter, Cadbury confessed they were the ones who had hidden it, because they just love hiding eggs at Easter.

One hidden egg. £0 media spend. Cadbury’s most successful Easter ever.

When every other brand focused solely on egg hunting in their communications, our strategy was to ensure Cadbury was synonymous with hiding eggs. The generous part of the Easter ritual. Hiding with purpose; in this case, to surprise and delight a hyper engaged giant online audience. So we hid the most famous egg in the world that just so happened to be living on Instagram in a single post. It’s as simple as that. What better way to make iconic purple Cadbury eggs famous than wrapping the @World_Record_Egg up for Easter and setting a social community of 60 million people wild in conversation as to where the egg had gone and who had taken their precious egg away. Lionel Messi was even tagged (who has the current most liked post) and asked if he ate it!

On Monday 20th March 2023, we hid the most famous egg on the internet. The world record holding post was removed from the egg’s Instagram feed, and replaced by a post with just the shadow of an egg.

And everyone began to wonder where it had gone. We let them wonder for over two weeks.

In the week before Easter Sunday, on Tuesday 4th April, we finally revealed it was us behind the stunt, when a new post appeared in @world_record_egg’s Instagram feed showing the famous egg wrapped in iconic purple Cadbury Easter egg foil. Plain and simple.

Cadbury had hidden the egg. Because we love hiding eggs at Easter.

£0 media spend

708k likes

20k comments

5.8million people reached organically