Some people still have their Christmas decorations up, but Cadbury is already anticipating Easter. The brand’s annual Cadbury Creme Egg Hunt has kicked off, this year, with a tormenting twist. In VCCP London’s campaign, Cadbury is offering those who find its limited edition, half milk chocolate, half white chocolate eggs up to a huge £10,000 to be won. The twist is that they can’t eat the winning egg.
VCCP’s campaign underlines the difficulty of adhering to this condition (and, therefore irresistible nature of Crème Eggs). There will be one hundred and forty-six limited edition Creme Eggs in circulation, all valued at different winning amounts, from £50 to £10,000, and scattered throughout the country. Only six eggs worth £10,000 (hidden in Asda, Co-op, Tesco, Sainsbury’s, Morrisons and other independent retailers), three are worth £5,000 (available from Waitrose, One Stop and Booker), four worth £1,000 (sold at Iceland and Booths) and 12 eggs worth £500 (two of which are at Poundland shops).
Lyndsey Homer, brand manager at Cadbury, stated, “Cadbury Creme Egg is one of the most iconic and well-known products in the Cadbury portfolio. We wanted to create a campaign that both honoured the special heritage of the brand, whilst injecting some new energy into it. I’m so excited to see our campaign come to life, and can’t wait to see how fans, new and old, react to our cheeky campaign.”
The ad campaign has launched with two 30-second commercials:
In radio, Cadbury Creme Egg will reunite with actor and comedian, Matt Lucas, to create a series of radio public service announcement-style ads warning the nation that they must resist the temptation to eat the winning eggs. Supporting this, Cadbury Creme Egg will also use YouGov data to target Creme Egg lovers based on whether they are lickers, eat their Creme Egg all in one or enjoy it with a spoon.
The full campaign is running across the UK and ROI until Easter and covers VOD, social (Instagram, Twitter, Snapchat), YouTube, radio, DOOH, OOH, retail and partnerships.
Chris Birch, executive creative director at VCCP London added: “Creme Eggs are a childhood classic and a British institution. So we were thrilled to create a new campaign, which would bring new life to Creme Eggs, whilst paying homage to one of the most well-known chocolate advertising campaigns of recent times. It’s been fun flipping that campaign on its head. It’s sticky work. We’ve eaten about 40 each. Hopefully, people love the campaign like we do and maybe even find a winner. That they can’t eat of course.”
Credits
Client: Cadbury UK
Marketing Director: David Clements
Senior Brand Manager: Markéta Kristlová
Brand Manager: Lyndsey Homer
Brand Executive: Mara Popa
Creative Agency: VCCP London
Executive Creative Directors: Chris Birch & Jonny Parker
Creative Director: Angus Vine
Creative Team: Stephen Cross & Simon Connor
Retail Creative Team: Rose Pickles &Robbie Field
3D & Animation Lead: Jon Bancroft
Business Director: Matt Smith
Senior Account Director: Charlie Griffith
Account Director: Oliver Robinson
Senior Account Manager: Rich Small
Head Of Planning: Sophie Kerbegian
Planner: Luke Alexander-Grose
Social & Influence Director: Aurelian Pakula
TV Producers: Edmund Thorn & Rosie Good
Senior Creative Producer: Sarah Fenn
Senior Digital Producer: Luke Dougherty
Integrated Project Director: Jon Dewart
Production Company: Biscuit Filmworks
Director: Jeff Low
Executive Producer: Rupert Reynolds-Maclean
Producer: Kwok Yau
Head Of Production: Samantha Chitty
DOP: Matthew Emvin Taylor
Production Designer: Gregg Shoulder
Production Manager: Adam Oyejobi
Editor: Saam Hovida @ Shift Post
Post-Production Company: Electric Theatre Collective
Media Agency: Carat
