Cadbury’s How Do You Eat Yours campaign for Crème Eggs has been given a musical twist this year by VCCP. VCCP and Cadbury have released an album of ‘gooey’ love songs in time for Valentine’s Day. Each of the 10 love songs developed has been written to help different Creme Egg eaters woo their perfect match. The campaign takes the idea that how you eat your Creme Egg says everything about you to an extreme.
VCCP wrote and developed the songs with awarded audio house, SIREN. The unique album is filled with songs across a variety of romantic genres – My Gooey Boo is an RnB slowdance; Tame This Wild Egg is a country ballad; there is a ‘90s boy band send-up in Dreaming of Goo; and The Shell to My Goo is a classic power ballad.
Each song has been composed to resonate with a specific Creme-Egg-compatible pair and serves as the perfect soundtrack for the couples on the most romantic day of the year. While the unique album of Gooey Love Songs is available to listen to on Spotify, by taking the compatibility test, Creme Egg fans will be in with a chance to win an exclusive Limited Edition Gooey Love Songs Vinyl, filled with real Creme Egg goo.
The Gooey Love test created by VCCP digital experience agency, Bernadette, helps fans determine the compatibility of their relationships based on how they eat their Creme Egg. It reveals the personality traits of who you’re most suited for, and what gooey love song to play them. Whether you gobble it down in one, nibble it or maintain eye contact while eating it, the test will reveal your soulmate’s character and quirks.
Joshua Collier, Cadbury Creme Egg brand manager, stated, “Creme Egg is all about bringing a bit of fun to the start of the year to ask the age old question of ‘How Do You Eat Yours?’. This update to our core campaign allows us to celebrate this calendar moment in a unique, memorable and Extremely Creme Egg way. Plus, what could be better than a goo-filled vinyl to show how sweet love can really be? Valentine’s Day has never been so gooey…”
Simon Connor, creative director, VCCP, added, “Last year over 100,000 took the Creme Egg Personality Test (I know) to find out what How You Eat Yours told them about themselves. This year, Creme Egg is back to help people find love with a Relationship Compatibility Test and a collection of Gooey Love Songs written especially for you and your match. And if that wasn’t gooey enough, the album is available as a Limited Edition gooey vinyl made with real Creme Egg goo.”
VCCP content creation studio, Girl&Bear, managed the production of the campaign with SIREN Music. Publicis Media handled media planning and buying.
Gooey Love will run until March 26, supported through social media, digital platforms and radio.
Credits
Client: Mondelēz [Cadbury]
Senior Brand Manager: Charlotte Parkes
Brand Manager: Joshua Collier
Brand Executive: Carianne Robertson
Advertising Agency: VCCP
Chief Creative Officers: Chris Birch & Jonny Parker
Creative Director: Simon Connor
Creative Team: Alice Goodrich And Tom Lee
Managing Partner: Matt Smith
Account Director: Fan Dickson
Account Executive: Ella Wright
Group Planning Director: Gethin James
Senior Planner: Xanthe Fuller
Production Company: Girl&Bear
Designers: Matt Montgomery-Taylor, Jonathan Harper
Artworkers: James Perry, Nick Norman
Resource Manager: Yasmine Moridi
Editors: Tom James, David Fayinka, Ashley Sykes
Post Producer: Sarah Hemsley
Agency Producer: David Vass
Integrated Project Director: Sally Greenwood
Integrated Creative Producer: Mish Dent
Digital Agency: Bernadette
Associate Project Director: Danielle Hammersley
Creative Director: Will Aslett
Technical Director: Phil Beaman
Technical Lead: Gustavo Rodrigues
Backend Development: Ali Kilzidag
Music Production Company: Siren
Producers: Alice Benton, Siân Rogers
Composers: Rebekah Ellen, Lana Mcdonagh, Toby Horton, Ashley Bates, Wayne Murray, Tobias Macfarlaine, Paul Rawson, King Toot
Vocalists: Rebekah Ellen, Jay Marsh, Lana Mcdonagh, Ben Cartwright, Toby Horton, Toby Macfarlaine, Wayne Murray
Media Buying Agency: Publicis Media
