Hails & Fails – April 3rd 2026
This week’s Hails & Fails may be Easter-themed, but that won’t stop us from shouting about Brazen’s first story for new client Tesco Insurance, which dropped this week. Our deep dive into pothole payouts grabbed print and online headlines across five nationals and blanket trade coverage, with regionals to come! But it’s not only Brazen that’s had a stellar week…
From April Fool’s stunts that actually land to cheeky chocolate ideas and product launches rooted in real behaviour, brands have been finding ways to tap into the season and get cut-through while they’re at it. Tesco stopped shoppers in their tracks, Aldi tapped into a very real parenting habit, and Cadbury tackled a familiar mess. But while one chocolate brand kept things playful, KitKat found itself at the centre of a real-world crisis that quickly spiralled, before turning into a spectacular brand win.
HAILS
Tesco’s giant egg fools (almost) everyone
As part of April Fool’s, Tesco unveiled a giant boiled egg for Easter, leaning into the protein trend and the very specific place boiled eggs occupy in the meal deal. The visual did the heavy lifting, striking, slightly odd and just believable enough to make people double take. For a moment, you could almost see it on the shelf, which is exactly why it worked. Not easy to cut through on April Fool’s, but Tesco got the balance right.
Aldi locks down Easter chocolate
Aldi has launched an “Easter Lock Box” after research revealed just how many parents admit to eating their kids’ chocolate. It’s a cheeky idea grounded in something recognisable, which is why it works. Aldi doesn’t try to dress it up, it leans straight into the behaviour and lets people see themselves in it.
Cadbury fixes the Creme Egg problem
Cadbury has introduced a tool designed to help people eat Creme Eggs without the usual chaos. It tackles a sticky situation most people will recognise, turning a small frustration into something worth talking about. It feels considered rather than gimmicky and gives the product a fresh moment without changing it.
FAIL
KitKat turns a crisis into a marketing windfall
KitKat hit the headlines after lorries carrying thousands of bars were stolen across Europe, creating a real issue for Nestlé. Rather than going quiet, the brand leaned into it, engaging online and reframing the story around the “missing” chocolate. The result was widespread international coverage across news and marketing titles. The value of that exposure will likely outweigh the cost of the stolen stock, turning a genuine problem into a smart brand moment.
