Easter is the perfect time for brands to get creative and make a memorable impact. While the usual suspects (chocolate eggs, bunnies, and springtime cheer) are all part of the fun, the true magic comes from easter marketing campaigns that put a fresh spin on the holiday. From clever stunts to viral social media moments, here are five cracking Easter campaigns that got people talking!
1. McDonald’s – Is it an egg or a Big Mac? (2016)
Creative marketing is nothing new to McDonald’s; Easter 2016 was no exception. The company added an Easter touch to its famous Big Mac. “Is it an egg or a Big Mac?” was the question everyone was asking during a promotion. McDonald’s creatively merged two Easter favourites: The traditional burger and the chocolate egg. In keeping with McDonald’s light-hearted brand style, the witty and enjoyable strategy perfectly encapsulated Easter.
Takeaway: Think outside the box, don’t hesitate to think outside the box, and utilise what’s in your armoury in creative and novel ways. Unique campaigns often encourage engagement and pique interest.
2. Durex Easter X – An ‘adult sized’ easter egg (2015)
Breaking into the holiday marketing scene can be tricky when your product isn’t traditionally associated with Easter. But Durex found a way in 2015 with their Easter X campaign. They released a limited-edition “adult-sized” Easter egg containing a selection of “very adult *oys” and only sold them through their social media channels. This risqué campaign saw Durex become one of the most socially engaged brands in New Zealand during Easter, with engagement rates skyrocketing from under 1% to over 10%.
Durex’s cheeky TV ad perfectly aligned with the campaign, poking fun at the fact that Easter isn’t typically a “sexy” holiday. The use of humour and a bold approach made this campaign unforgettable and sparked plenty of conversation.
Takeaway: When there seems to be no apparent link between your product and a holiday, get creative and create your own opportunity. Don’t be afraid to use humour; choose the proper channels to promote your campaign.
3. Hovis – The bunny bread roll (2013)
Easter and bread might not immediately come to mind as a perfect pairing, but Hovis nailed it in 2013 with their subtle yet impactful outdoor ad campaign. The campaign utilised wholemeal rolls, stacking them together to resemble bunny ears, all while keeping focus directly on the product. This simple, straightforward approach worked wonders and got people talking.
Takeaway: Sometimes, less is more for Easter marketing campaigns. A clever and understated concept can make a significant impact without overcomplicating things.
4. Carlsberg – If Carlsberg did easter… (2016)
Carlsberg is known for its witty “If Carlsberg did…” campaign, and in 2016, they brought this iconic phrase to Easter with a pop-up bar in London made entirely of chocolate. The bar served Carlsberg beer in chocolate glasses, making for a memorable experience that paired two favourite indulgences: chocolate and beer.
Interactivity, luxury, and astute marketing were all skilfully blended in this campaign, which generated excitement and expectation and had people lining up for a taste of Easter-themed pleasure.
Takeaway: Interactive experiences are a great way to engage customers. Combining unusual components, such as beer and chocolate, results in a distinctive brand experience that increases brand appeal.
5. Marmite Yeaster Egg – Love it or hate it (2019)
Marmite is a brand that thrives on controversy with its “love it or hate it” slogan, so it’s no surprise they came up with a cracking idea for Easter in 2019. The Marmite Yeaster Egg was an Easter egg filled with the iconic savoury spread, a bold move for a product traditionally associated with spreading on toast, not chocolate. Although opinions were divided, the combination of chocolate and Marmite got people talking. For anyone who enjoys Marmite flavour or is searching for a present for the Marmite enthusiast in their lives, the Yeaster Egg was a surefire conversation starter.
Takeaway: When it comes to brand messaging, consistency is crucial. In an overcrowded market, brands may frequently differentiate themselves by embracing controversy.
Why were these campaigns so successful?
When an occasion is synonymous with a population, the ability to think outside the box, stand out, and integrate brand products makes an Easter campaign stand out. The key is to know your brand, understand your target audience, and create original content that resonates.
Easter is the perfect time to get creative and have fun with your marketing efforts. These Easter marketing campaigns prove that the most traditional holiday can be transformed into something memorable with some imagination. So, whether you’re looking to get into Easter marketing next year or just looking for some inspiration, take a leaf out of these excellent campaigns and crack on your own ideas!
At FDRY, we support our clients to build impactful marketing strategies from strategy and planning to implementation. As a leading digital marketing agency, our approach is creative and grounded in data-informed insights. Our team of marketing experts would be happy to have a discovery session with you to discuss your digital marketing needs, or alternatively send us a brief or get in touch at [email protected]om
