Better the hide, better the hunt
Client
Capabilities
Date
30/03/2026
This Easter, our new work for Cadbury is helping people prolong the fun of the traditional Easter egg hunt, by creating a series of press ads designed to turn ordinary newspaper pages into clever camouflage.
The four cut-out designs fold into everyday household items - from tea bag boxes and peg bags to stacks of books and alarm clocks - that disguise Cadbury treats in plain sight.
Brought to life by our content creation studio Girl&Bear, the print campaign gives people the tools to elevate their hiding game and bring a bit more playfulness back to the nation's Easter traditions.
"At Cadbury, we believe the magic of Easter is not just in the surprise of the hunt, but in the generosity behind hiding an egg well for someone else to find. These press assets will inspire families across the nation to get creative with their hiding, using clever cut-out shapes to make the Easter hunt even more playful this year."
Chloe Jean-Marie, Senior Brand Manager of Cadbury Easter UK at Mondelez International
"The more effort that goes into hiding your Easter eggs, the more fun they are for the family to find. Our Cadbury press ad disguises perfectly wrap the Cadbury product range, upping the challenge for Easter egg hunts this year."
Angus Vine, Creative Director, VCCP