Waitrose Adults want Easter Eggs Too
Waitrose understands that grown-ups love Easter eggs every bit as much as kids, an insight that has inspired a new 'adults-only' campaign and activation for the brand.
The mischievous campaign, fronted by comedy superstar Mo Gilligan, showcases the supermarket’s range of chocolate eggs - and plays an April Fool’s joke on chocolate-lovers everywhere.
The campaign launch followed a tease which went live on 1st April (April Fool’s Day), announcing on TikTok, Instagram and Facebook that Waitrose will no longer be selling Easter eggs to kids. The 'adults only' message was also reinforced in-store with notices that read 'no ID, no Egg,', along with a public service announcement on LinkedIn by Nathan Ansell, chief customer officer, Waitrose.
Later the same day, Waitrose revealed something Big coming this Easter and what followed was ‘Big Green Bunny’, secretly powered by much-loved comedian, actor and food-lover, BAFTA Award-winning Mo Gilligan.
The activation at Battersea Power Station saw Big Green Bunny taking over the area's vibrant, high-footfall public space, Malaysia Square. It’s here that the immense rabbit gave away delicious, best-selling chocolate eggs as a reward to anyone who could prove they were grown-up enough to deserve an Easter Egg.
The activation went live on social media with posts showing Mo Gilligan in the Bunny Control Centre where, unbeknown to the public, he was the voice (and mind!) of the Big Green Bunny, as he pushed the Big Green Button to activate each egg being released!
