Cadbury has launched a virtual Easter egg hunt using the power of Google Maps Street View, enabling people in the UK & Ireland to hide virtual chocolate eggs for their loved ones to find.

The ‘Cadbury Worldwide Hide’, developed alongside communications agency VCCP, enables the hider to hide an Easter egg anywhere in the world and share a personalised clue with their loved one to help them find the egg. The hider can either choose to purchase one of four special edition Cadbury Easter eggs for the seeker to physically receive once they find the egg online or they can choose to hide virtual egg for free.

The associated campaign will run across TV, video-on-demand, social, digital, out-of-home, PR, in-store, and online.

“This year, we felt it was important for us to create something that would help people feel close, even when they cannot be together. There is something so generous in taking the time to hide an egg at Easter and we wanted to capture that in a way everyone could do,” said Markéta Kristlová, Senior Brand Manager Easter UK at Mondel?z International. “With travel restricted for a lot of us, the Cadbury Worldwide Hide takes the usual garden egg hunt and helps you travel the world in search of the Iconic Purple Cadbury Egg, hidden somewhere that is meaningful to you and the hider. We cant wait to share it with everyone and make people feel a little more connected however far apart they may be this Easter.”