Easter marketing = chocolate. Is there any other more restricted (or easy, depending on how you perceive it) seasonal marketing? Mother’s Day and Valentine’s Day are associated with flowers and chocolates, but it’s just as common for people to branch out into spa days, candles and the like. But, with Easer marketing, not only is everything geared around chocolate, there’s even a specific shape of chocolate! Could you imagine chowing down on a 6-inch-tall chocolate egg at any other time of the year?
Let’s explore how this effects Easter marketing around the world and how you can grab your own piece of the chocolate pie.
Does it have to be chocolate?
With creative content marketing, there’s always a twist to be found. Ultimately, yes, if you’re encouraging consumers to buy gifts for friends and family then chocolate is really the only product that will sell.
However, as you can see in the brilliantly imaginative ‘chocolate bar’ idea from Carlsberg below, you can always find a way to tie your products/services into seasonal Easter marketing. That could be Easter egg hunts throughout a website or shop, creating chocolate versions of your products or Easter Bunny-themed marketing content. Seasonal marketing doesn’t always have to be geared towards selling seasonal products – sometimes you’re just utilising the opportunity to build brand persona and awareness.
I wanted to show you the one below in particular because it combines three of my favourite things: chocolate, beer and bad puns.
Freedom to have fun
It might be fair to say that KAYBE is made up of a group of marketing nerds who enjoy getting creative with content, so it’s not surprising that we enjoy Easter marketing. While Christmas is also a fun season for marketing, it does come with the association of high spending and stress. We don’t have to worry about that with Easter. It’s just a long weekend and a chance to indulge in some sweet treats. No strings attached!
That leaves us with a gift-wrapped opportunity to have some fun and create upbeat emotional marketing that taps into positive emotions without worrying about any negative connotations. Sure, there are religious origins, but I’m talking about the chocolate, chicks and bunnies.
Quick wins and sure-fire strategies
I think the ‘website Easter egg hunt’ is an absolute home-run success when it comes to Easter marketing. Navigating consumers through your website by giving them a reason to keep looking at new pages is a fantastic way to boost visibility for your products/services. Who knows, they might even get distracted and buy something?
My only reservation is that it could screw up data like Time on Page and Bounce Rate when it comes time to analyse your performance, but if it leads to one more converted sale then it’s worth it.
Back in 2019, Deliveroo had a campaign selling Easter eggs painted like dragon eggs. In the height of Game of Thrones mania, that was absolute genius. I’ve picked that one out in particular because it’s a great example of tying your marketing strategy in with topical events; something your consumers already have on their mind. Can’t you just picture somebody forwarding that to their friends in a WhatsApp group or showing a friend over a drink? In fact, they might even buy one for a GoT-obsessed friend.
Finally, wish them a happy Easter. It might seem almost too simple, but it’s a nice touch to just say “Happy Easter” and not even mention a deal, an offer or a product they might like. Just pure-and-true well wishes. Oh, and if you’re going to use a pun, make sure it’s original. I love a bad pun more than anybody, but telling me you have an “egg-cellent offer”… really?
The best chocolate-themed advert ever?
As far as I’m aware, this has nothing to do with Easter marketing, but I had to mention this advert from Lynx because it’s stayed in my head since it was on TV in my teenage years. If that’s not great marketing, I don’t know what is. Enjoy!
Our egg-cellent offer
I’m kidding! I meant what I said – that’s rubbish. Carlsberg’s “chocolate bar”, on the other hand, is exquisite (eggs-quisite? No! Stop it!).
Anyway, we hope you have a fantastic Easter break and return to work feeling refreshed and cured of chocolate cravings for at least another 24 hours. When you come back, maybe you’d like to speak to us about some help with your marketing strategy. Maybe you wouldn’t. Either way, happy Easter!
