M&M’S enlists Michael and Hilary Whitehall for video and social media powered Easter eggs campaign

M&M’S has partnered with Michael and Hilary Whitehall, the parents of actor and standup comedian Jack Whitehall, for an Easter campaign, as they debate whether you’re ever too old to receive an Easter egg. 

The campaign leads with research, involving 2,000 Brits, that shows 72% of UK consumers believe you’re never too old to receive an Easter egg. They continue to hold a special place for Brits, with over half saying they felt ‘gutted’ when they received their last Easter egg. For a further 22%, it was the moment they first felt “officially old.” 

The campaign is in partnership with Weber Shandwick UK. The Whitehalls feature in video and social cutdowns, bringing the M&M’S Great Egg Debate to online and digital audiences.  

Steve Waters, Director at M&M’S, comments: “Easter eggs are one of those little joys that quietly slip away as we move into adulthood, but who says they have to? This campaign is all about reminding Britain that chocolate, fun, and a bit of cheeky tradition don’t have an age limit. We’re here to stir the debate, get people laughing, and give everyone a playful excuse to hold onto their Easter eggs, no matter how adult they are.” 

Michael Whitehall comments: “Frankly, once you’re an adult you should be self-sufficient and responsible for your own Easter chocolate - and I should know, my eldest son took far too long to fly the nest. But what do I know.” 

Hilary Whitehall counters: “Oh, don’t be such a grump, Michael! I say just because you’re grown-up doesn’t mean you have to act like it. You’re never too old for a chocolate egg at Easter!” 

Boost for UK retailers

Easter is set for a stronger performance in 2026, according to research from retail and shopper marketing agency, Savvy. Carried out across a representative sample of 1,000 UK shoppers, its findings indicate that 70% plan to celebrate the occasion, with total retail sales for the event forecast to reach £1.6 billion - up 14% year-on-year. 

Alastair Lockhart, Insight Director, comments: “After a subdued 2025 shaped by sharp cocoa driven inflation, this year’s more stable pricing environment is helping to unlock spending.”

“Even so, value remains firmly front of mind - with 79% of shoppers saying they knew where to find the best value Easter eggs. At the same time, half expect to spend more than last year, suggesting that shoppers are balancing price awareness with a willingness to stretch budgets for the right products.”

“Retailers are adapting accordingly. With HFSS restrictions banning traditional multi-buy promotions, we are seeing a noticeable increase in price promotions to help to maintain volume.” 

Savvy’s research found that 62% of shoppers planned to treat themselves to higher quality food and drink this Easter, and the firm reported seeing continued range development in super premium chocolate eggs.

Lockhart says: “Growth is not limited to the very top end of the market – there is activity in premium mid-tier innovation, such as Cadbury’s Dairy Milk Biscoff egg and Toblerone’s The Edgy Egg featuring premium truffles, which combine familiarity with novelty at an accessible but elevated price point.”