Thorntons is one of the UK’s best loved chocolatiers, carefully crafting delicious treats since 1911.

Easter is one of their key trading periods. With growing competition in the Easter egg market from retailers and confectionery brands alike, they needed an edge to drive traffic and footfall to their website and stores, and increase overall brand visibility.

Together, we needed to get Thorntons back to their rightful place, owning the conversation around Easter eggs.

So we created —The Ultimate Guide to Easter Eggs’.

First, we crafted long-form content themed around trends in the Easter search data we gathered. Packed with keywords to be picked up by search engines.

This content was then turned into a colourful landing page featuring behind the scenes imagery, call-out facts, profiles of long serving members of staff and more.

Thorntons Interactive Illustraition by cogent
Thorntons Illustration process by Cogent

But Thorntons have been making chocolate for over one hundred years, and the Easter eggs they produce are legendary. So the answers to many search queries lie behind the doors of their factory.

So we created a fully interactive, animated chocolate factory in CGI. Online visitors could have fun exploring the site while learning all about the history, people and processes behind Thorntons Easter Eggs.

We also introduced a layer of gamification, by hiding wrapped Easter eggs around the factory to be found and collected in return for entry into a prize draw

to win a tour of the real Thorntons factory and a year’s supply of chocolate.

Move over, Willy Wonka!

The launch was supported by blogger outreach, PR, and email; and we worked together with Thorntons’ Social team to make sure we gained maximum exposure.

By bringing together experts in data analysis, SEO, copywriting, CGI,  PR, social email and chocolate, we were able to return Thorntons to their rightful position – #1 in search for —Easter eggs’ in 2016 (vs #4 in 2015).