Cadbury has announced the return of its white ‘Creme Eggs’ with an Easter egg hunt that puts the coveted sweet treat and £10,000 (US$12,550) in prize money up for grabs.

‘Hunt the White Creme Egg’ ad campaign by creative agency ELVIS sees the confectionary not only in stores, but also concealed across other brands’ ads, social feeds, billboards, and websites. Through HuntTheWhiteCremeEgg.com, keen participants can learn how to search for the ‘Creme Eggs’ and get clues on where these might be hidden.

If you find a ‘Creme Egg’, take a photo and upload it on the dedicated website to unwrap it. If it turns out to be the white ‘Creme Egg’, you win the treat and £10,000 (US$12,550). If it’s a milk chocolate ‘Creme Egg’, you’ll get a voucher for a free ‘Creme Egg’.

In total, there are 1,000 white and 30,000 milk chocolate ‘Creme Eggs’ waiting to be found through this campaign.

“Following the success of last year’s Creme Egg Hunting Season activity, we’re excited to announce the return of the famous white Creme Eggs, with an ‘Easter egg’ hunt that’s the perfect fit for Creme Egg’s cheeky personality,” explained Aislinn Campbell, brand manager at parent company Mondelēz. “We want to get the whole nation hunting for the gooey goodies that we’ve hidden in other brands’ ads,” such as that of Oreo, as shown in the campaign video below.

[via LBBOnline, main image via video screenshot]

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