A brand that demands you don’t eat its product!? It has been working hard for Cadbury. So VCCP’s brilliant idea for Cadbury, How do you NOT eat yours?, returns this year. Cadbury continues to challenge Brits’ ability to resist eating Cadbury Creme eggs (thereby proving how irresistible they are).

Cadbury has released another bunch of valuable half milk and half white Cadbury Creme eggs across the country that fans must not eat in order to win. The “unlucky” UK winners can win between £50 and up to £10,000.

The campaign was created again by VCCP, with product agency, Bernadette, and content production studio, Girl&Bear, and launches just in time to help with the January Blues.

Last year Cadbury warned the nation not to eat the winning Cadbury Creme Eggs, but some people still couldn’t resist the urge. That is why this year, it is taking things a step further. Along with releasing more nationwide warnings on social and outdoor posters, it is going out locally and will be even more reactive as the valuable eggs are found. Using live winner data from activation agency, Promoveritas, targeted reactive warnings on radio, digital out of home, and in retail alerts will inform people exactly where winning eggs have been found in their area – so they can avoid those “unlucky” stores.

Director, Jeff Low, has created the two campaign films for the second year.

Lyndsey Homer, brand manager at Cadbury, stated, “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. 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.”

Jonny Parker and Chris Birch, executive creative directors at VCCP London, 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…”

The campaign will run from the January 16 until April 9 on Cadbury’s Instagram and Facebook channels, supported in YouTube, radio, digital, out of home and retail.

Where the campaign began:

Credits:

Client: Cadbury UK
Marketing Director: David Clements
Brand Managers: Laura Gray & Lyndsey Homer
Brand Executive: Charlotte Docker

Agency: VCCP London
Executive Creative Directors: Chris Birch & Jonny Parker
Creative Director: Angus Vine
Creatives: Stephen Cross, Simon Connor, Rose Pickles & Robbie Field
Managing Partner: Matt Smith
Business Director: Charlie Griffith
Account Director: Oli Robinson
Account Managers: Della Wilmot & Katie Kelly
Planning Director: Gethin James
Planner: Xanthe Fuller
Agency Producers: Izzie Haak, David Vass & Zaneta Stepien
Project Manager: Sally Greenwood

Media: Spark Foundry

Production Company: Biscuit Filmworks
Director: Jeff Low
Executive Producer: Rupert Reynolds-Maclean
Production Designer: Oliver Hogan
Producer: Kwok Yau

Post Production & VFX: Electric Theatre Collective
Producer: Amie Kingsnorth
Colourist: Luke Morrison

Editing: Work UK
Editor: Rachael Spann

Music & Sound: Factory Studios
Sound Engineer: Jack Hallett
Sound Producer: Ciara Wakley

PR: Ogilvy UK