Hershey Canada believes it has established the necessary awareness for its Eggies products, and now it’s looking to convert that awareness into sales with a new campaign that’s just in time for its biggest season.

Eggies – which Hershey has billed as the “biggest little egg” in an obvious jab at the competition, Cadbury’s Mini Egg – are showing off their full line of SKUs, including the newly added Dark and Rainbow Eggies, in a new social campaign developed with Toronto creative agency Mint.

“This is a key season for them, and as much as we all love a Cadbury Mini Egg, the fact is that Hershey has a delicious egg too – and it has so much variety that it offers something for everyone,” says Laura Rothstein, CD at Mint. “This campaign is to show the innovation and new varieties that Hershey has come up with.”

In three spots – one 15-second and two 6-second variations – the brand employs bright colours, animation and upbeat music to showcase the Eggies line, including the two new SKUs and Eggies made with Reese’s. The spots are targeting mothers in particular, who may be looking for something different as Easter approaches.

“When Easter comes around and parents are getting ready for the Easter egg hunt, they’re thinking, ‘What am I going to do this year? How will I make this more interesting and exciting?'” Rothstein says. “Maybe one of their kids likes plain chocolate eggs, but the others don’t. We’re really speaking to that audience.”

It was the target audience that decided the platform for the campaign, as well, she adds.

“We felt that social was the most effective platform to push the message, because we want to catch our audience where they already are, already thinking about what they’re going to do for Easter,” Rothstein explains.

The campaign is running until April 9 across Facebook, Instagram and TikTok, with extensions into Loblaw and Walmart digital properties and the PC Express landing page. UM handled media on the campaign.