That gooey, sticky, super-sweet Easter temptation…oops, tradition, the Cadbury Crème Egg, turns fifty this year. Mondelēz is throwing its Easter “icon” a Goobilee, a season-long celebration (which, of course began a week after Christmas).

Creme Egg Golden Goobilee, developed by Elvis, is built around a 60-second hero film, directed by Zac Ella at Craft Films, celebrating the different ways Cadbury Creme Egg fans have enjoyed their favourite Easter treat for the last 50 years – whether they are a licker, dipper, baker, eggspert, discrEATer or sharer. Rounding out the campaign are social and digital activity including Mondelēz UK’s debut on social platform, TikTok, with assets especially designed to encourage as many people as possible to get involved in the Golden Goobilee birthday celebrations, as well as activity across OOH, instore, PR and media partnerships.

Believe it or not (who doesn’t indulge in a Crème Egg or twenty while they’re in the stores) the challenge for Cadbury and ELVIS was to spread Cadbury Creme Egg consumption across all demographics, with a particular focus on 16 to 34-year-olds. 

To kick off the Goobilee, Cadbury is releasing new golden versions of the Cadbury Creme Egg for consumers to find instore, giving them the chance to win up to £5,000. Two hundred Golden Cadbury Creme Eggs will be hidden instore masquerading as a classic Creme Egg across stores nationwide.

Dentsu Aegis Network’s media agency Carat is managing all media planning and buying, and PR activation is led by Golin.

Raphael Capitani, brand manager at Mondelēz, stated, “It’s the 50th birthday of a beloved British favourite and this year we wanted to mark it in style by taking EATertainment to a whole new level, with a season-long birthday celebration for the nation! Cadbury Creme Egg’s iconic campaigns have been entertaining the nation for the last 50 years and that’s why we’re really excited to announce the Golden Goobilee, including the launch of our elusive Golden Cadbury Creme Eggs. Let the EATertainment begin!”

James Hudson, creative director at Elvis, added, “We thought 2021 needed some fun, and it’s the 50th birthday of a British icon – so we had to celebrate. With an audience as diverse as the eating experience itself, we wanted to throw a celebration for the nation like never before, that heroes all of the many playful ways people like to enjoy their Creme Egg. So, whether you’re a licker, dipper or baker, we’re encouraging everyone to join in the EATertainment and make this season the best one yet. But this party’s just getting started. There’s plenty more unexpected and unforgettable fun to come.”

Credits:

Creative Agency: Elvis
Creative Directors: Rob Griffiths & James Hudson
Executive Creative Director: Neale Horrigan 
Senior Account Director: Keelie Lynch 
Account Manager: Sasha Bachir 
Managing Director & Sustainability Lead: Caroline Davison 
Creative Producer: Joe Revens 
Strategy Director: Camilla Yates 
Tech Lead: Jason Garfield 
Motion Designer: Bene Tanser 
Senior Designer: Neil Carding 
Designer: Beth Stanbridge

Production Company: Craft Films 
Directors: Zac Ella & Rob Davies 
Producer: Zac Ella  

Media Agency: Carat 
Planning Manager: India Marlow Prince 
Planning Executive: Kate Burrows 
Client Account Director: Denia Souli-Vounisiou 
Client Director: Lauren Kenny 

PR Agency: Golin 
VP Director: Kate Last 
Manager: Felicity Jones 
Senior Manager: Leila Abbaszadeh