Sharing is caring for Cadbury, with the Canadian launch of a virtual egg hiding experience coming alongside its typical shopper efforts for the Easter season.

“Worldwide Hide” is a virtual Easter egg hiding experience where users are being invited to hide Purple Cadbury Eggs anywhere in the world using a Google Street View plugin, leaving them for a loved one to find. It comes to Canada this year in both English and French iterations, following successful executions from previous years in the U.K., South Africa and Australia.

The hunt comes when Cadbury also has Easter display activations in-store across Canada – though it isn’t tied specifically to the hunt, with messages focused on sharing love and joy.

“The display focuses on our overall Easter generosity communication to continue our efforts to get Canadians behind the notion of hiding eggs for one another,” says Stacey Biggar, director of marketing for Cadbury Canada.

But the idea of generosity is also reflected in top-of-line work promoting the hunt, telling people to hide the chocolates “with love” in a spot telling the story of a special relationship between a father and daughter, and how the tradition of hiding eggs brings families together, even if they cannot be together in person.

Cadbury Creme Eggs are a nostalgic treat for many Canadian families and have been an Easter tradition for many years.

Biggar tells strategy mobile is typically where users are participating in the Worldwide Hide in Canada.

“We’ve heard of eggs being hidden all over Canada and even overseas for family and friends that are far from their loved ones,” Biggar claims.

According to Numerator Easter purchase insights, the vast majority of consumers (88%) expect to do their Easter shopping in-person, with 53% making purchases 1-2 weeks in advance, on this occasion, the most important candy purchasing season for confectionery brands.

The Mondelez brand is working with Weber Shandwick, VCCP, We are Bernadette, MediaMonks and Ogilvy on this campaign.