Competition Leads to Teamwork in This Lovely Easter Fable from Milka

Milka, the world’s most tender melting chocolate, reminds us that Easter Tastes Better Together in the brand’s first pan-European Easter campaign. 

Revealed today, the campaign launches with ‘All For One’, a new fable set in the alpine hills around Lilaberg - the idyllic fictional town at the heart of the brand’s global ‘Tenderness is inside’ brand platform.

Easter is a joyous occasion where kids buoyantly run around collecting colourful eggs. At least that’s what grownups see. For the younger folk, it’s a totally different story. It’s a competition. A fierce rivalry between kids to see who can amass the most chocolate treasure.

‘All For One’ follows three kids as they go head-to-head to see who will go home with a basket full of chocolate goodness. Relentlessly seeking, sliding and nabbing every multicoloured egg in their sight. But their selfishness results in the loss of one highly prized Milka Easter Bunny. It’s in this moment when they realise what Easter is truly about.

Created by Wieden+Kennedy Amsterdam, the 90-second film is at the heart of Milka’s ‘Easter Tastes Better Together’ campaign, which also includes digital and social content and OOH executions. The campaign rolls out from today and in the lead up to Easter will air in over 10 markets across Central and Eastern Europe including Germany, France, Austria and Poland. 

Martha Miralles, Milka Europe Brand Lead, says:  "Easter is an important time of year for Milka, with our products playing an important role in seasonal rituals, notably, the Easter Egg Hunt. Through a new emotional fable rooted in our 'Tenderness is inside' brand platform, we have brought to life our unique POV on the season in a way that encourages people to get together and which captures and celebrates the spirit of Easter. The brand is also playing an active role in our customer's Easter celebrations with localised events and digital engagement happening across our Central and Eastern European markets."

Daniel Schaefer and Szymon Rose, W+K Amsterdam Creative Directors, say: “An Easter egg hunt is always fun, but for many kids it's also a very competitive activity. With ‘All For One’ we wanted to show that it can be more fun and even more rewarding when you set the competition aside, join forces, and enjoy the hunt together. After all that's the best part of Easter festivities: celebrating with friends and family, and of course eating lots and lots of delicious chocolate.