Springing forward: Effective marketing tactics for the Easter season
One thing a brand loves is an occasion, and Easter is no exception. Seizing the opportunity to connect with consumers through creative marketing techniques, brands can promote their products while also celebrating the Easter spirit with millions around the world from the 18th-21st April.
But how is this possible?
With Easter being a global holiday celebrated by millions each year, it’s an opportunity for businesses to join in the fun by promoting their seasonal products, boosting sales while also creating emotional connections with consumers. By using Easter characteristics, like unity and togetherness but also features like the Easter Bunny, chicks and pastel colours, businesses can engage with audiences in a myriad of different ways! Here are a few recent examples of marketing campaigns that hit their marks:
Cadbury Worldwide Hide
In 2021, Cadbury took the famous Easter egg hunt to the extreme with its Worldwide Hunt, a virtual hunt that allowed participants to hide digital eggs for their loved ones anywhere in the world. Using its created platform, the worldwide hunt encouraged customers to search for their eggs through Google Maps and Street View, allowing gifters to get as personal or creative are they wished in their choice of hiding spot. Not only does this campaign speak to one of Cadbury’s core values – generosity – but also encourages meaningful connections and unity between brand and consumer but also between consumers themselves.
Krispy Kreme x FareShare
In 2023, Krispy Kreme teamed up with FareShare, the UK’s largest charity fighting hunger and food waste, for its Easter advertising campaign. Their ‘Eggschange’ campaign was essentially a programme that addressed the cost-of-living crisis, and it encouraged customers to donate Easter eggs at participating stores in exchange for a four-pack of its limited-edition Easter-themed doughnuts. This campaign was not only beneficial to Krispy Kreme’s customers but also for the charity and to the greater good.
Marmite Love It Or Hate It Chocolate Easter Egg
There’s no doubt that brand awareness is of utmost importance and Marmite know how to do it well. In 2019, the most polarising spread delved into the world of chocolate just for Easter by hitting the shelves with their new Easter egg. With the well-known debate of hate it or love it, Marmite released the egg under the same pretence – why not just give it a try?
By using similar marketing techniques such as the ones mentioned, it allows businesses to (1) build engagement between brand and consumer, (2) boosts sales and (3) shows a business’s support for the holiday. If you need a hand with your Easter campaigns – or at any time – get in touch with us today.
Written by Ffion Jones, Intern from Swansea University.