Historic confectioner Cadbury Creme Egg has this week launched the latest instalment in its iconic ‘How do you NOT eat yours’ campaign, which has been brought back by popular demand.
In celebration of this latest push, Cadbury has released a selection of ‘lucky’ half-milk and half-white chocolate eggs that give customers the chance to win between £50 and £10,000.
The Mondelez-owned brand has once again worked with agency of record, VCCP to produce two new promotional films titled ‘Office’ and ‘Truck’, which illustrate the immeasurable disappointment felt by the ‘lucky’ egg winners as they realise they can’t eat the tasty treat for fear of missing out on a lucrative prize.
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“Cadbury Creme Egg has been entertaining the nation for generations as one of the most well-known brands in the UK and we are excited to continue to do this,” Cadbury brand manager, Lyndsey Homer said.
“This campaign encompasses the cheekiness of the brand and encourages people to get involved and have a bit of fun. Helping cure the January Blues, the brand is encouraging the nation to see if they have what it takes to resist a tasty Creme Egg.”
Using real-time tracking data from Promoveritas, this year’s campaign will issue nationwide and location specific warnings across radio, digital out-of-home and in-store activations to help people avoid ‘unlucky’ locations where winning eggs have been found, running until 9 April.
VCCP executive creative director, Johnny Parker and Chris Birch added: “Last year this campaign outraged Creme Egg fans across the country and we’re excited to bring it back. We’re tracking every winner as they’re found, so you’ll even be warned if one’s been found in your local corner shop in Kidderminster. Surely no-one else will accidentally eat one this year…”
