March 21, 2025
Actimel's Winter Creativity
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Tiny Triumphs: Cadbury's Mini Eggs Campaign Success
Discover the charm of Cadbury's tiny Mini Eggs campaign, celebrating big Easter joy in miniature form. Delight in creativity on a modest scale!
Introducing Cadbury Mini Eggs: The UK's Easter Sensation
Cadbury Mini Eggs: they may be small in stature, but their impact on Easter chocolate sales is anything but tiny. In fact, these delightful treats stand tall as the UK's best-selling chocolate eggs during the Easter season. But how does one celebrate something so small yet monumental? Enter VCCP London with a brilliantly diminutive campaign that launches today.
Crafting Miniature Marvels: Behind the Scenes of the Tiny Campaign
Crafted with meticulous attention to detail, this social-first campaign revolves around small out-of-home (OOH) special builds cleverly designed to mimic full-scale advertisements, complete with JCDecaux branding. But here's the twist: these ads are anything but full-scale. Filmed in situ, the camera pans back to reveal the true scale of these billboards against their larger-than-life backdrops, showcasing the miniature marvels that are Cadbury Mini Eggs.
From Miniature to Magnificent: The Artistry of Model Maker Paul Baker
But what's even more remarkable is the story behind the scenes. Executed on a modest budget by a dedicated team from Cadbury's agency of record, VCCP London, alongside global content creators Girl&Bear and creative digital agency Bernadette, this campaign is a testament to the power of creativity over resources.
At the heart of it all is model maker Paul Baker, the unsung hero responsible for bringing these tiny ads to life. From miniature ladders to pint-sized pasting brushes, Baker's craftsmanship shines through, elevating these installations from mere displays to works of art. One installation even boasts illumination, adding an extra layer of magic to the nighttime scenery.
Embracing Smallness: Cadbury Mini Eggs in a Loud World
Charlotte Parkes, senior brand manager for Easter at Mondelēz International, expresses her excitement, stating, "'Easter's biggest egg' marks the first Cadbury Mini Eggs campaign in half a decade, designed to shine brightly in a crowded marketplace. While others clamor for attention with loud, flashy ads, Cadbury Mini Eggs proudly embrace their small yet mighty stature."
A Tribute to Magnificent Mini Eggs: Reflections from VCCP London's Creative Directors
Emma Houlston and Colin McKean, creative directors at VCCP London, share their sentiments, saying, “It's been five years since the last big Cadbury Mini Eggs campaign, here’s a small one instead. We love Mini Eggs and we love these beautifully crafted mini billboards, so couldn't think of a more fitting way to celebrate these magnificent little eggs.”
Spreading Joy, One Mini Egg at a Time: The Campaign's Reach
From today onward, this charming campaign will grace organic social platforms across the UK and ROI, reminding us all that sometimes, it's the smallest things that leave the biggest impression. So here's to Cadbury Mini Eggs: tiny in size, mighty in impact, and endlessly delicious.
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