The annual campaign involves trails at more than 300 National Trust and National Trust for Scotland properties, with the activity reaching its peak over Easter weekend (18 – 21 April).
Participating children will be turned into Eggsplorers through the use of Cadbury-branded pith hats, passports and trail journals.
The agency has also developed an app to turn family photos of trail experiences into personalised socially-sharable content in the form of an Eggsplorer scrap book.
A trail voting board will allow participants to vote how their donation to take part will be spent by placing a sticker against three options at the end of the experience.
Over the past few weeks Cadbury has been building pre-trail awareness with bursts of shopper activity across Morrisons stores.
"By devising an engaging theme that can be applied to all touch points, RPM’s input into our 2014 trail campaign will boost brand cut-through whilst helping us facilitate magical family moments at trails up and down the country," said Cadbury’s senior brand manager for Easter, Iwona Zbierska.
RPM’s MD, Dom Robertson, added: "By giving this year’s trail a theme that works for all partners, we have helped Cadbury generate more cut-through than in previous years. The campaign has also given us a great opportunity to lead digital strategy by devising a family-friendly app that will drive a significant level of social sharing."
In addition to devising and delivering all the creative collateral, branded and themed, dressing RPM has redesigned the trail website adding an Eggsplorer-themed spin to the campaign’s online activity pack, trail pack and competitions.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .