A giant egg with nothing to hide: Tony's Easter guerrilla activation
Tony’s Chocolonely was preparing to launch its first big, hollow Easter egg – a major milestone in expanding its product offering. But beyond a typical product launch, Tony’s wanted to make noise about the darker side of the Easter chocolate market: the exploitation within the cocoa industry.
With over 52 million Easter eggs sold annually in the UK, the opportunity to raise awareness of Tony’s ethical mission was huge, but the window for impact was narrow. The objective was to break through the seasonal noise, encourage product trial, and spread a clear, compelling message: Tony’s eggs have nothing to hide.
Creatisan brought Tony’s creative concept to life through a guerrilla-style pop-up in East London, hiding a giant replica of the new hollow egg in plain sight. We tapped into the Easter tradition of egg-hunting and flipped it on its head, because Tony’s eggs have ‘nothing to hide’. The campaign invited passersby to engage, snap photos, and try the new ethically produced eggs while learning about the brand’s mission.
Constraints included a modest budget, limited time, and the need for fast, high-impact engagement in a public space. Our activation spanned multiple touchpoints and was strategically teased in the lead-up:
A drip-feed of newsletter and social posts led Serious Friends (those who are Tony's fans/subscribe to their newsletter) to speculate and build anticipation.
On event day, branded signage, leaflets, A-frames, and the iconic Choco Suit created a vibrant and unmistakable Tony’s presence.
Our service pillars came together:
Activate: Pop-up concept & delivery
Connect: UGC and influencer amplification
Influence: Shopper trial and sampling strategy
Fulfil: On-site logistics and giveaway coordination
Impact
The Giant Easter Egg Pop-Up far exceeded expectations, turning a grey Sunday in London into a celebration of chocolate with a conscience.
15% more Easter Eggs sampled than target.
Delivered 40% above target for social media UGC.
Lower cost per person sampled vs. previous Tony’s activations.
Thousands of visitors experienced Tony’s brand and mission first-hand.
Long queues and organic buzz created FOMO and drove further footfall.
Brand messaging deeply resonated and visitors actively engaged in conversation around ethical sourcing and cocoa justice.
