1. ITV Report

Storm in an egg cup? Row over lack of word 'Easter' in title

A row has developed. Credit: National Trust

A row has been sparked over the National Trust's decision not to use the word 'Easter' in the title of its egg hunt.

Chocolate giant Cadbury and the National Trust are running a spring event at around 300 of the conservation charity's properties called the 'Cadbury Egg Hunt'.

A number of these events are taking place in Cumbria, and across the south of Scotland.

The word Easter is mentioned several times on the National Trust webpage promoting the hunts, but does not feature in the event logo.

Now, even the Prime Minister, Theresa May, has waded in, calling the decision "absolutely ridiculous".

Theresa May Credit: PA

Cadbury was founded by Quaker John Cadbury in 1824 and Dr John Sentamu, the Archbishop of York, told the Daily Telegraph: "To drop Easter from Cadbury's Easter Egg Hunt in my book is tantamount to spitting on the grave of Cadbury."

The National Trust said suggestions it was downplaying the significance of Easter were "nonsense", while Cadbury dismissed the archbishop's claim as "simply not true".

It's nonsense to suggest the National Trust is downplaying the significance of Easter. Nothing could be further from the truth.

We host a huge programme of events, activities and walks to bring families together to celebrate this very special time of year.

A casual glance at our website will see dozens of references to Easter throughout.

Our Easter events include our partnership with Cadbury's, which has been running Easter egg hunts with us for 10 years.

They've proved consistently popular with our members and visitors. As part of its wider marketing activity at Easter, Cadbury's will always lead on the branding and wording for its campaigns.

– National Trust statement

Cadbury have also issued a statement refuting the claims.

It is simply not true to claim that we have removed the word 'Easter' from our marketing and communication materials.

Each year our Easter campaigns have a different name and this year our seasonal campaign is called the Cadbury's Great British Egg Hunt.

It is clear to see that within our communications and marketing we clearly state the word Easter and include it in a number of promotional materials, including our website, where we do also promote our partnership with National Trust at this seasonal time of year.

– Cadbury statement