Making Milka the Easter must-have

the brief

A brand’s anniversary is worth celebrating! Especially if it has been delighting young and old alike for 120 years with the most tender of alpine milk chocolates. On the occasion of this exceptional year, what concept to propose for Easter, one of the most important highlights of the year?

Especially since faced with very aggressive competitors during the period and after a year under pandemic, Milka must emerge to seduce a double target: retailers and consumers.

Our recommendation

Loop has come up with an Easter celebration unlike any other! An activation concept based on the brand purpose: “Tenderness is good”. In order to leave no one out, we created an inclusive concept that allows everyone to recreate egg hunts: Tender Extraordinary Egg Hunts.

Creation of a 100% Do It Yourself egg hunt to download: The Milkachette. Thanks to a kit developed with clues to find, children go in search of a treasure filled with Milka chocolates in the garden, on the balcony or in the living room!

On the sell-out side, the business is not left out thanks to a game linked to the purchase relayed instore and digitally. To be won: family and gourmet prizes with Milka baskets.

How to make this complete system known to the greatest number of people? The agency deployed :

  • An influence campaign
  • An egg hunt on Snapchat
  • A filter to post on social networks


The results

+ 9000 participations (+30% vs. N-1)
67,000 visits to the site
120 Milka baskets offered
+13 M views on social networks