Cadbury is keeping Mini Eggs around for summer by restyling them as ‘Wini Eggs’, as part of a holiday giveaway and charity drive.
Running from June, the promotion will give shoppers the chance to bag a family trip to Rio de Janeiro by finding a golden egg in a limited-edition 90g pack (rsp: £1).
By buying Wini Eggs, consumers will also be supporting the Supercharge ParalympicsGB campaign, with 2p from every sale being donated to it.
The limited-edition packs will be backed by in-store activation, as well as digital and PR activity.
“We are delighted to be partnering with the British Paralympic Association while giving consumers something they constantly call for - a chance to eat their much-loved Cadbury Mini Eggs outside of its traditional season,” said Declan Duggan, brand manager for Cadbury Bitesize.
“We believe that the launch of Wini Eggs will provide retailers with a great opportunity to drive incremental chocolate bag sales during the summer of sport.”