Cadbury Crème Egg’s famous tagline, How do you eat yours?, is back after twenty years and has been given pride of place as the centre of the 2024 campaign by VCCP London.

The campaign builds on the original message that everyone has their own way of eating a Creme Egg, saluting those who eat them whole, use a teaspoon and even those who like to spread them on toast. Now how you eat a Crème Egg tells people everything they need to know about a person; from their little quirks (always pressing buttons just to see what they do), all the way to their ideal profession and favourite Spotify playlist (Himalayan throat singing anyone?) 

The campaign’s hero 30-second TVC spot, Big Deal, focuses on Heather who likes to eat a Creme Egg while maintaining eye contact. The voiceover points out that means she’s kind of a big deal and that the way she eats her Creme Egg reveals a lot about her. She’s unashamedly bold and full of unusual quirks and habits – whether that’s ordering for the whole table in restaurants or inventing her own words to songs at karaoke.

VCCP’s global content creation studio, Girl&Bear, worked with directing duo, Terri Timely, and Park Pictures to produced the commercial. The voiceover was provided by Matt King, better known as Super Hans from Peep Show, who brings a brilliant sense of offbeat comedy to the video and radio assets, that matches Cadbury’s most irreverent brand perfectly.

The campaign also encourages the public to take an online personality test to discover what their creme egg eating technique reveals about them with the interactive website and strategy created by Bernadette, VCCP’s digital innovation company. Finally, it features bold fly-poster style ads in outdoor and social which bring to life different Creme Egg eating styles and the weirdly relatable personality traits that go with them directing people to the full online test experience at cremeeggtest.cadbury.co.uk.

Josh Collier, brand manager at Mondelēz, stated, “This year we have really focused on driving the equity of the brand 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.”

Simon Connor, creative director at VCCP London, 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.”

The campaign will run throughout the UK and ROI across AV, D/OOH, audio, social, print and digital with media planning and buying led by Publicis, owned-channel activity by Elvis and PR managed by Ogilvy.

Credits 
Client: Mondelēz (Cadbury)
Marketing Director: Simon Crowther
Senior Brand Manager: Charlotte Parkes
Brand Manager: Josh Collier
Brand Executive: Sara Al-Saadawi

Agency: VCCP
Executive Creative Directors: Chris Birch & Jonny Parker
Creative Director: Simon Connor
Creatives: Ben Buswell & Joanna Griffin
Managing Partner: Matt Smith
Business Director: Charlie Griffith
Account Director: Oliver Robinson
Senior Account Manager: Daniella Wilmot
Senior Account Manager (Website): Nathan Thomas
Group Planning Director: Gethin James
Planner: Xanthe Fuller

Content Agency: Girl&Bear
Agency TV Producer: Frankie Burwell
Agency Senior Creative Producer: Rose Nott
Agency Visual Director: Ben Cole
Designer: Matt Montgomery-Taylor
Animator: Carl Sherry
Artworker: Lee Forster

Production Company: Park Pictures
Director: Terri Timely
DoP: Alex Barber
Managing Director & Executive Producer: Fran Thompson
Producer: Jess Ensor
Project Manager: Kelly Brown

Offline Edit: Stitch
Editors: Tim Harding & Sara Faulkner

Post-Production: Electric Theatre Collective
Colourist: Jason Wallis
Post Producer: Oscar Wendt

Audio Post-Production Company: Factory
Sound Engineer: Jack Hallet
Producer: Beth Massey

Photographer: Robert Billington

Website Production: Bernadette
Producer: Francesco Segramora
Project Director: Bobby Parmar
Creative Director: Will Aslett
UI Designer: Ben Butler
Technical Director: Phil Beaman 
Developers: Thibault Roland & Gustavo Rodrigues
Head of UX: Steph Marques

Media Buying Agency: Publicis 
Media Planners: Lynne Quinn, George Pearcy, Avelina Joseph, Kate Barron & Lauren Nolan

PR: Ogilvy PR