Shaken & Stirred - Influential Brand Profiling and Positioning

What’s huge and has a hammer teetering just above it?

Cadbury has unveiled a giant Easter egg at Sydney’s Bennelong Lawn in the Royal Botanic Gardens which will be cracked in front of a live crowd as part of Cadbury’s Easter celebrations this Sunday.

The egg measures five metres by 3.4 metres in diameter is being held by a structure 10.5m high and positioned with a hammer teetering just above it. The activation has been worked on by Saatchi & Saatchi, Wonder and Red Agency.

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.”

Also on Sunday, Cadbury will be hosting an afternoon of entertainment including stilt walkers, hula hoopers, contortionists, jugglers, magicians, a BMX stunt rider, games and live music.