Cadburys EET

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Easter Egg Trails

This activity has become an established favourite with consumers and an important contributor to Cadbury's dominance of the seasonal market. Initials persuaded National Trust for the first time to allow a brand to sponsor and develop their Easter Egg Trails. The combination of strategic insight, creative innovation, partner negotiation and implementation produced a campaign that enabled Cadbury to gain true emotional engagement and reinforce their position as the nation's favourite chocolate. Over 300 participating properties are divided into three tiers, with different levels of support allocated to each, and 700 Cadbury Brand Ambassadors trained for the event each year.

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