- Predictable hiding habits, highlighted by new research, are diminishing the joy of the hunt
- Cadbury has partnered with renowned magician Pete Firman, appointing him ‘Master of Hiding’ to tackle the issue
- Firman will share expert tips, utilising his unique skills in illusion and misdirection to help families revive the thrill of discovery
For generations, the Easter egg hunt has been a cherished family ritual. However, new research suggests that for many, the magic is starting to fade as predictable hiding habits lead to hunts that are over in minutes.
A new nationwide study, commissioned by Cadbury, uncovers the reason behind this diminishing excitement: predictability. The research reveals a widespread tendency for hiders to fall into familiar patterns, with 57% of adults admitting to using the same hiding spots annually. Common locations such as behind furniture (44%), in plain sight (42%), and in cupboards/drawers (40%) are frequently overused, resulting in hunts that conclude in a swift average of just 12 minutes.
What’s more, it seems our savvy seekers are onto the game, as 49% can predict where Easter eggs might be hidden, turning discovery into a routine rather than a thrilling surprise.
A significant 65% of Brits are actively seeking fresh inspiration to reignite the magic and just a few clever adjustments to our hiding strategies can transform the hunt from a brief distraction to a truly memorable experience.
In response to these findings and the desire for renewed excitement, Cadbury is bringing a fresh burst of magic to Easter with the launch of its brand-new seasonal campaign, Better the Hide, Better the Hunt. The campaign celebrates the joy that comes from putting a little more thought, care and creativity into the classic Easter egg hunt.
Recognising that successful hiding involves an element of playful deception and misdirection, Cadbury has partnered with renowned magician and comedian Pete Firman. As the brand’s newly appointed Master of Hiding, Firman has created the Golden Rules of Hiding – tips for families to use this Easter, bringing his unique expertise to transform ordinary hunts into memorable adventures, ensuring families nationwide have the tools to hide better this Easter.
“Let’s face it,” says Pete Firman, “our Easter egg hunts have become a little predictable. I’m here to inject some magical misdirection and playfulness into this cherished family ritual. Prepare for some serious head-scratching, because with my Golden Rules of Hiding, I’m utilising the power of illusion and deception to outsmart even the savviest egg hunters. Those eggs won’t just be hidden – they’ll be practically invisible.”
“The true joy behind the Easter egg hunt ritual lies not just in the chocolate, but in the art of the hide,” says Chloe Jean-Marie, Senior Brand Manager at Mondelez. “We understand that many families are looking for ways to elevate their Easter Egg hunts this year. Our research confirms that parents are actively seeking new inspiration, and we’re confident that with a bit of creativity, we can restore and enhance the magic of the hunt.”
To assist families in moving beyond predictable patterns and revitalising their Easter egg hunts, Pete Firman shares his top tips. These inventive hiding spots will challenge even the most egg-sperienced hunters!
Pete Firman’s Golden Rules of Hiding:
To help families elevate their Easter egg hunts, Cadbury’s ‘Master of Hiding’, Pete Firman, shares his ingenious ‘Golden Rules of Hiding’:
- Eggy Decoy: For this illusion, we master the art of disguise and misdirection. Carefully unwrap a couple of Cadbury Easter eggs and save the purple foil. Wrap up a real egg in the foil and pop it in the fridge. Your hunter will think they’ve found the goods… until they unwrap it and realise it’s an egg. Keep the real Easter egg hidden nearby for the quick “ta‑da!” reveal.
- Jar Vault: For my next trick, grab a glass jar and pop an Easter egg inside. Print off a photo of dried lentils, roll it up, and place it into the jar with the image facing outwards. At first glance it looks like a jar full of lentils, but you’ve actually got loads of space inside to hide a couple of tasty Easter eggs.
- Floating Eggs: The trick here is camouflaging with nature and using unexpected elevations. When hiding eggs in the garden, don’t be limited to ground level! Hang some eggs from branches of trees. If you really want to disguise them, glue some of the tree’s leaves to the eggs for extra camouflage!
- Up My Sleeve: Magicians are always accused of hiding things up their sleeves, so why not actually hide an egg there? This tip uses the classic magical technique of creating a hidden void within an ordinary object. Use a bulldog clip to close up the sleeve of a jacket hanging up on a hook or hatstand and drop an egg down the sleeve. The clip prevents it from dropping out too early!
- All Tied Up: If someone has a ball of yarn and ribbon, you could wrap the egg up in that to conceal it from view. It also makes for an exciting reveal when the ball is unravelled to reveal an Easter egg. This technique employs the art of layered deception.
- Potter Magic: Let’s play with perception! Gather a stack of empty plant pots. Now, here’s the misdirection: Don’t just stick the egg in the top one (that’s far too obvious!), nor the second one either. Stash your Easter egg in the bottom pot, where no one expects to look. It’s all about outsmarting the hunter.
- Caught on Tape: Time to ditch the predictable hiding spots! Under the table? Overdone! Instead, channel your inner magician and carefully tape that Easter egg to the underside of a chair or table – where no one would think to look. Trust me, they’ll probably miss it at first glance. A little extra effort for a chocolatey reward never hurt anyone!
- Bless You: Here’s a clever twist on a household staple. Carefully cut the bottom out of a tissue box and remove all the tissues. Now, you’ve got plenty of room to hide a couple of Easter eggs underneath! Push just one discarded tissue through the top hole, so everything looks normal. Crafty, right? They’ll be sniffing around everywhere else!
