Dive Brief:

• Mondelez-owned Cadbury announced a new campaign where it will hide its Cadbury Creme Eggs in other brands' print, outdoor and TV ads in Britain, Adweek reported. The campaign, created with creative agency Elvis to promote the White Chocolate Cadbury Creme Egg, launches in about nine days, according to a counter on a campaign microsite, and ends on Easter, which is April 21. 
• Cadbury released a video explaining how the campaign works that shows a commercial for Oreo, another Mondelez brand, with a hidden Cadbury egg. Viewers who spot a chocolate egg in an ad are encouraged to take a photo or screenshot of the sighting and upload it to the microsite to unwrap it. 
• If the unwrapped egg is white, consumers will win a free Cadbury Creme Egg, and one fan will win 10,000 British pounds (about $13,000). Cadbury is awarding 1,000 vouchers for white chocolate eggs, and 30,000 vouchers for the traditional eggs. 

Dive Insight:

Hiding the iconic Cadbury Creme Eggs within other brands' ads and encouraging fans to share their findings could deepen Cadbury's connection with consumers who might overlook a traditional ad but could enjoy the game-oriented aspect of the campaign.

The video about the campaign includes an example of a Cadbury egg hidden in an Oreo ad, suggesting that Cadbury may be hijacking its fellow Mondelez brands' ads. The strategy could help Mondelez cross-promote its products in a unique way. Hijacking other brands' campaigns is a marketing stunt that is becoming increasingly popular. 

Burger King, for example, has embraced the tactic, which it calls "hackvertising," on several occasions. Most recently, the fast food chain hijacked Black Friday shopping by launching Whopper-Shopper.com, a site featuring online banner ads from other brands, like Walmart and Macy's. Shoppers could create an account on the site, and when they made a purchase by clicking on one of the ads, Burger King received a percentage of the sale, which it gave back to consumers in the form of vouchers for Whoppers. 

The Cadbury promotion could help the brand build brand loyalty and potentially heighten social media conversations. Cadbury will also be able to collect details about some of its loyal consumers when they submit screenshots or photos of the eggs they spot, which the chocolate brand can use to inform and personalize future campaigns. 

Cadbury's Easter egg hunt follows another interactive campaign from the brand. In July, Cadbury invited consumers to "go madbury" and invent a new flavor of Cadbury Dairy Milk. Fans could design, name and submit their chocolate bars. The public voted for the top three bars, and finalists were invited to the brand’s headquarters and their bars were made available for a limited time.