It's nearly Easter. You know what that means:
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Yet another cholesterol-peaking, stomach-busting national holiday which obliges more time spent on eating than not eating. Much like Christmas, Easter has a high novelty value for children, as the gift-distributing Santa Claus figure is replaced with the Easter Bunny. In our current climate of pro-active marketing and social media, it's only fitting that the biggest chocolate manufacturers perform some sort of promotional cartwheel.
Cadbury almost take the crown by default, with their glorious, globally-iconic fondant-filled Creme Egg. Existing in its current format since the 60s, the 39g saccharine mouthfuls are the UK's most popular confectionary item over the transitional period from winter to spring. Their trademark 'How Do You Eat Yours' campaign has been running since 1985, and Easter almost wouldn't be Easter without the little things.
Nonetheless, Swiss confectionary brand Lindt won't be doing so bad either. The luxury chocolatier has returned with its Big Egg Hunt for the 4th year running, sending 101 artist-decorated fibreglass eggs into major UK cities for the public to find. The eggs are also entered into an online auction to raise money for the Action For Children charity, who have been working to help vulnerable and neglected children in the UK since 1989. For those who don't have the cash to fork out £300 for a fibreglass egg, there's also the option of partaking in a smaller £3 donation by texting the word EGG to 70123.
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The Lindt Big Egg Hunt conventionally sticks in one place, but this year showcases the eggs' first ever UK tour. With designs from established artists, Cartoon Network and Network Rail, the eggs have been making their way between London, Birmingham, Liverpool and Manchester, and are currently in Glasgow until the 20th March before returning to London between the 22nd March and the 1st April. Passers by have been treated to Lindor truffle handouts as they scour their cities for the ornate creations, with the added incentive of a year's supply of Lindt chocolate for one winner per day who follows the instructions on a special Humpty Dumpty egg.
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Lindt's presence in key cities associates the company with an enriching brand experience, making it popular with adults and children alike. Its charitable intentions also guarantee a positive public response, so, while it's unlikely that anyone will ever overtake the Creme Egg, this ambient form of outdoor marketing will at least keep the gold bunnies flying off supermarket shelves.
Yet another cholesterol-peaking, stomach-busting national holiday which obliges more time spent on eating than not eating. Much like Christmas, Easter has a high novelty value for children, as the gift-distributing Santa Claus figure is replaced with the Easter Bunny. In our current climate of pro-active marketing and social media, it's only fitting that the biggest chocolate manufacturers perform some sort of promotional cartwheel.
Cadbury almost take the crown by default, with their glorious, globally-iconic fondant-filled Creme Egg. Existing in its current format since the 60s, the 39g saccharine mouthfuls are the UK's most popular confectionary item over the transitional period from winter to spring. Their trademark 'How Do You Eat Yours' campaign has been running since 1985, and Easter almost wouldn't be Easter without the little things.
Nonetheless, Swiss confectionary brand Lindt won't be doing so bad either. The luxury chocolatier has returned with its Big Egg Hunt for the 4th year running, sending 101 artist-decorated fibreglass eggs into major UK cities for the public to find. The eggs are also entered into an online auction to raise money for the Action For Children charity, who have been working to help vulnerable and neglected children in the UK since 1989. For those who don't have the cash to fork out £300 for a fibreglass egg, there's also the option of partaking in a smaller £3 donation by texting the word EGG to 70123.
The Lindt Big Egg Hunt conventionally sticks in one place, but this year showcases the eggs' first ever UK tour. With designs from established artists, Cartoon Network and Network Rail, the eggs have been making their way between London, Birmingham, Liverpool and Manchester, and are currently in Glasgow until the 20th March before returning to London between the 22nd March and the 1st April. Passers by have been treated to Lindor truffle handouts as they scour their cities for the ornate creations, with the added incentive of a year's supply of Lindt chocolate for one winner per day who follows the instructions on a special Humpty Dumpty egg.
Lindt's presence in key cities associates the company with an enriching brand experience, making it popular with adults and children alike. Its charitable intentions also guarantee a positive public response, so, while it's unlikely that anyone will ever overtake the Creme Egg, this ambient form of outdoor marketing will at least keep the gold bunnies flying off supermarket shelves.