In a recent campaign by Cadbury, magician Pete Firman reveals innovative techniques for hiding Easter eggs, as a study shows that the typical Easter egg hunt in the UK lasts only 12 minutes. The research highlights that many adults are using the same predictable hiding spots year after year, with 57% of people admitting to resorting to familiar locations such as behind furniture, in plain sight, or in cupboards.

To combat this quick turnover in hunts, Firman shares eight clever tricks designed to prolong the excitement of the search. He emphasizes the importance of adding an element of surprise and creativity to the hunt, effectively making it a more engaging experience for children and families. This initiative aligns with Cadbury’s campaign titled "Better the Hide, Better the Hunt," aiming to enhance family traditions during the Easter holiday.

The campaign not only showcases Firman's magical flair but also addresses a common concern among parents about keeping Easter fun and exciting for children. By encouraging them to explore new hiding spots, Cadbury aims to revitalize this cherished family ritual, turning a brief 12-minute event into a memorable experience that families can look forward to every year.