To launch the most delicious time of the year, Cadbury has created an experiential event that features a cracking combination: a giant chocolate egg, accompanied by a giant mallet.
Measuring 5 x 3.4 metres in diameter, the egg structure is being held 10.5 metres high and positioned with a hammer teetering just above it, ready to unleash the 'Big Egg Crack'.
The giant egg created by Cadbury aims to celebrate the launch of the nation's Easter celebrations, with the activation focused on highlighting the joy of the traditional crack of an Easter egg.
The crack will be held on Sunday in Sydney and Cadbury, ahead of the crack, will hold an afternoon of Easter entertainment for families including stilt walkers, hula hoopers, contortionists, jugglers, magicians, a BMX stunt rider, games and live music.
There will, of course, also be thousands of Cadbury Easter eggs at the event.
Audrey Green, head of Easter for Cadbury at Mondelez International, said: “Easter is one of the most joyous times of the year and a time to enjoy with all the family. We wanted to put on a memorable activation that brings people together and celebrate the annual tradition of Easter egg-cracking which gives Aussies so much joy.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.