CADBURY MINI EGG COOKIES
Creating a new Easter ritual
Challenge
Mini Eggs already owned Easter. The challenge was shifting shoppers into fresh bakery and building a new ritual in a promo-heavy category.
Solution
Iconic family design cues + the “Hop to Fresh Bakery” campaign across FSUs, aisle fins and POS.
Shift
We treated pack and activation as one connected journey with instant Mini Egg recognition, plus in-store standout to redirect behaviour.
The impact
+130% ROS uplift during launch
Successfully shifted shoppers into fresh bakery
Established Mini Egg Cookies as an extension of an Easter must-buy
"We knew Mini Eggs owned Easter, but we needed to inspire shoppers to discover something new in fresh bakery. The campaign did exactly that — it turned a simple treat into a fresh-baked Easter ritual. The results spoke for themselves, with phenomenal sales uplift and real excitement in-store."
Licensing Product Manager
