M&M’s has enlisted Michael and Hilary Whitehall for a new Easter campaign centred on the question of whether people are ever too old to receive an Easter egg.

Created in partnership with Weber Shandwick UK, the campaign plays on family debate and Easter traditions, using the Whitehalls’ familiar back-and-forth to bring what M&M’s is calling its “Great Egg Debate” to digital and social audiences.

The campaign is backed by consumer research showing that 72 per cent of UK shoppers believe you are never too old to receive an Easter egg.

According to the research, Easter eggs continue to hold strong emotional value for British consumers, with more than half saying they felt “gutted” when they received their last Easter egg. Meanwhile, 22 per cent said it was the moment they first felt “officially old”.

M&M’s said the campaign is designed to tap into the nostalgia and humour surrounding Easter gifting, while encouraging adults to hold on to the lighter side of the seasonal tradition.

Steve Waters, director at M&M’s, said: “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 said: “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 added: “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!”

The campaign will run across video and social media cutdowns, with M&M’s using the Whitehalls’ exchange to spark conversation around Easter and the role chocolate still plays in seasonal celebrations for adults as well as children.

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