Cadbury’s award-winning ‘It’s Creme Egg hunting season’ campaign has returned, with a meta-take on the easter egg hunt that hijacks other brands’ media to place its product. Such playful gamification techniques are proven to drive engagement and make consumers feel closer to the brand.

A Christmas dinner is not complete without festive crackers. And while this tradition is entrenched in the winter holiday, Easter crackers are becoming more popular. There's no one way to celebrate an occasion anymore, and festive traditions are becoming more fluid and personalised.

For many Britons, Valentine’s Day has become a commercial con. However, as attitudes to relationships are shifting, some are choosing instead to demonstrate their love for their friends, family or themselves, while others are searching for personalised gifts and experiences for their partner.

Whether it’s Brussels sprouts at Christmas, pumpkins at Halloween, or hot cross buns at Easter, there are certain foods that are inextricably tied to festive occasions. Why do people crave specific flavours at set times of the year? And how are brands tapping into their long-lasting appeal?