Cadbury is bringing back its ‘How Do You Eat Yours’ tagline in its latest spot. It marks the first time the tag has been used in 20 years.
The new campaign builds on the original message from Cadbury that everyone has their own way of eating a Creme Egg, saluting those who eat them whole, use a teaspoon, or even rarer approaches like spreading them on toast.
The 30 second spot focuses on Heather, who eats her Creme Eggs whilst maintaining eye contact, with the voiceover pointing out that this reveals a lot about her.
VCCP’s global content studio Girl and Bear worked with director duo Terri Timely – made up of Ian Kibbey and Corey Creasey – and Park Pictures to create the spot, while the voiceover was produced by Matt King, who played Super Hans in Peep Show.
Set to run across DOOH, AV, audio, social print and digital, the campaign also encourages the public to take an online personality test to discover what their creme egg eating technique reveals about them on the interactive website.
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In addition, bold fly-poster style advertising in outdoor and social spaces will showcase different Creme Egg eating styles and personality traits.
Media planning and buying was led by Publicis, while PR was carried out by Ogilvy.
Mondelez brand manager Josh Collier said: “This year we have really focused on driving the equity of brands and returning to the thing that makes Creme Eggs so unique and great – the eating experience. As part of this we are bringing back ‘How do you eat yours’ as an iconic line that still resonates today with consumers but in a fresh and interactive way.”
“We have really enjoyed tapping into the irreverent humour that Creme Egg is so well-known for; learning a lot about ourselves along the way”.
VCCP creative director Simon Connor added: “How you eat a Creme Egg says a lot about you. What if it could tell you everything. Using “real science”, we can now extrapolate your entire personality from How You Eat Yours.”
“We can tell you what music you should listen to, where you should go on holiday and even who you should date. Take the test. Find out what your Creme Egg will tell you about you.”
