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← Back to IdeasOgilvy and Milka call for tender moments with the family
Berlin, 26 February 2024 – This Easter, Ogilvy, part of the WPP All Stars team for Milka, is launching a new Easter campaign for Milka. The campaign “Mamas heimlicher Helfer – Lasst uns Ostern noch zarter machen” sets out to remind consumers that acts of kindness are invaluable in our everyday family life – even, or especially, when life gets stressful. As part of this campaign, Milka invites consumers across Europe to share acts of tenderness this spring and make Easter even more tender, featuring the iconic lilac Milka chocolate bunny.
Tender moments make Easter special
This Easter Milka puts the focus on the stress and challenges of parents during the season. “Easter is a great opportunity for parents to connect with their children through the tradition of the Easter egg hunt – giving them the chance to connect during a fun activity. But while the hunt itself is exciting and fun to take part in, its preparation can be overwhelming for some parents,” says Amy Tay, Milka Senior Global Director at Mondelez. “We want to remind families to enjoy these special moments together – even in the hustle and bustle of everyday life.”
The film centers on the Milka chocolate bunny and tells the story of a single mother who, despite balancing daily life with her two daughters, wants to prepare a memorable egg hunt for her children. It shows the family dynamics between a mother, her teenage daughter and her younger sister. “While their egg hunt almost threatens to fail, the highlight of the film shows how the Milka chocolate bunny turns the day into a bonding experience between the mother and her teenage daughter. The clip reminds viewers that small gestures can make all the difference during stressful moments, showing how thoughtfulness can transform difficult moments into fond memories,” says Matt Longstaff, International Executive Creative Director at Ogilvy.
Three-year campaign across channels
From 15 February to 31 March, the campaign will be shown across Europe on various channels. German audiences will be able to spot the film on TV, Facebook, Instagram and YouTube from 26 February. The campaign is targeted at families with children below the age of 16 and aims to raise awareness for Milka’s Easter range, with the iconic Milka chocolate bunny at its centre. The seasonal campaign will be repeated in 2025 and 2026.
YouTube link: https://www.youtube.com/watch?v=CZrXuhpqWfw
The makers
Mondelez
Amy Tay – Milka Senior Global Director
Marie Ellul – MEU Senior Brand Manager Seasonals
Silvia Samper Merino – MEU Senior Brand Manager Easter
Ann-Sophie Parmentier – MEU Brand Manager Easter
An Peeters – MEU Brand Manager Easter
Ogilvy
Strategy: Jakub Hodbod, Brian McCarter, Izabela Ryszkowska, Kasia Uherek, Hannah Wren; Creation: Dennis Engel, Felipe Galiano, Annalena Johannhörster, Cheryl Lee, Matt Longstaff, Dr. Stephan Vogel; Account Management: Melina Boelen, Nadia Katsiouli, Thiago Monclar
Hogarth
Post production: Meike Sinemus, Thorsten Vogel
Production: Bonaparte Films Berlin
Director: Nicole Ackermann
Photography: Khalid Mohtaseb
Music title: There with you
Composer: Simon Kohler; Singer: Mikhaela Faye; Publisher: Fiel
Media: Publicis Media Groupe
Press office Ogilvy
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Telefon: 069 9622 500 23 | presse@ogilvy.com | LinkedIn: Ogilvy Germany