The campaign will run for the three weeks of the Easter holidays from March 30th to April 13th. The sponsorship and online promo deal consists of six ten-second bumpers interspaced throughout the Easter tea-time slot from 3–8pm each weekday.
Claire McCool, co-founder and marketing director at Drumond Park explained: “In each sequence, an animated cartoon chicken struggles to lay what we think is an egg. The pay-off comes when, amid a flurry of feathers, clucks and squawks, it is revealed that the chicken has been struggling to lay a Drumond Park game.”
Horrid Practical Jokes arrives with a fart; Gross Magic reveals a disembodied eye; the Rubik’s Cube materialises with a loud pop; the arrival of the Revo sets off a music track with flashing disco lights and a burst of bubbles filling the screen reveals Bubble Buster.
The TV campaign will be backed up with additional material on the Nickelodeon microsite, where games can be played for each product and competitions can be entered.