Cadbury invites the nation to up its Easter game with new campaign

Cadbury has announced it is to bring a fresh burst of magic to Easter 2026, with the launch of its seasonal campaign, Better the Hide, Better the Hunt.

The initiative celebrates “the joy that comes from putting a little more thought, care and creativity into the classic Easter egg hunt,” Cadbury said.

To amplify the magic even further, Cadbury is partnering with comedian and magician Pete Firman, who will suggest his Golden Rules of Hiding, helping to bring extra wonder to Easter celebrations across the UK.

The new platform is underpinned by a simple message, planning your hiding spots more thoughtfully, creatively and playfully can transform Easter hunts into something even more special. By inspiring families to rethink their hiding spots and put more care into the hunt, Cadbury aims to drive awareness and consideration during the key Easter period.

Sarah Haworth, brand manager at Mondelēz International, said: “Easter is one of the most important moments in the confectionery calendar and Cadbury has always proudly owned the ritual of the Easter egg hunt. With Better the Hide, Better the Hunt, we’re activating an engaging campaign to drive strong awareness and consideration at the time when shoppers are planning their Easter activities.”

With dedicated in-store activations supporting the campaign message, Better the Hide, Better the Hunt is set to capture the imagination of families nationwide and reaffirm Cadbury’s place at the centre of Easter celebrations. It is backed by significant investment and will run until Easter Sunday across TV, OOH, radio, social and PR.

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