Cadbury Creme Egg reprises 'don't eat' winning eggs

With Christmas a distant memory, brands are now gearing up for Easter, even though it is three months away; none more so than Cadbury Creme Egg which is launching the latest iteration of its integrated campaign, challenging the nation’s ability to resist eating their winning eggs.

This year, the brand has released another bunch of valuable and 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.

Cadbury worked with VCCP, its product and service innovation company Bernadette and global content production studio Girl & Bear to bring the campaign to life.

Last year, Cadbury warned the nation not to eat the winning Cadbury Creme Eggs, but some people still scoffed them. This year, along with releasing more nationwide warnings on social media and outdoor sites, 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 will inform people exactly where winning eggs have been found in their area – so they can avoid those “unlucky” stores.

The campaign includes two films: ‘Office’, showing a close up of a woman holding an egg before we see in a wider shot that she is sitting at a desk at work staring at it. A colleague standing behind her says: “That’s one of those winning eggs you can’t…” She responds: “Not now Jean”. They are still in silence before Jean walks away saying: “You can’t eat it”. It ends with the tagline “How do you NOT eat yours?”.

The other spot, ‘Truck’, shows a man sitting in his truck who is on the phone. He says: “It’s a half and half, that’s the winning egg I can’t eat right?” The person on the phone responds “Yeah you can’t eat that” in a monotone voice. He then presses his horn in frustration before the film ends with the tagline.

The two new films will also run alongside last year’s films ‘Bed’ and ‘Bath’, which contributed to record-breaking sales for Cadbury Creme Egg, and are designed to further demonstrate the disappointment felt by the unlucky winners of half-and-half eggs.

The campaign launches this week on Cadbury’s Instagram and Facebook channels, alongside executions on YouTube, radio, digital out of home and retail.

Cadbury brand manager Lyndsey Homer said: “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.”

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