With Christmas out of the way, Cadbury is back promoting its seasonal Easter treat, the Creme Egg, by launching a chocolate-based video-on-demand (VOD) platform.
A less chartered space for confectionary brands, the content streaming market is dominated by the likes of Netflix, Disney and Amazon.
Created by its creative agency Elvis, this is a new direction for the brand as it is its first non-broadcast channel campaign. A playful take on the burgeoning space, Cadbury has developed 'EATertainment' - a free-to-access video streaming platform - filled with original content purposefully produced to 'heighten' the Cream Egg experience.
One film on the EATertainment site is titled 'The Last Delivery' and it follows a baker and her gang battling low supplies as they try to get their hands on the 'last delivery.'
And from February, fans will find two cinematic pieces of original content sat exclusively on the Amazon Prime Hub, written and produced by Amazon.
While Cadbury is hoping to reach audiences beyond digital, social and out-of-home, it will utilise these mediums to give people a taste of what can be found on the hub..
Discussing the change of direction, Raphael Capitani, brand manager, Cadbury Creme Egg, said: “We’re truly thrilled to reveal this ‘eggciting’ new direction for Cadbury Creme Egg, in partnership with Elvis. With the launch of ‘EATertainment’, we’re turning the Creme Egg eating experience into entertainment. We’re going to offer people the perfectly paired feast for their eyes and ears when they tuck into a tasty Cadbury Creme Egg.”
Adding to this, James Hudson, associate creative director at Elvis commented: “Consumers today either want utility or entertainment – and increasingly ignore brands and ads that don’t deliver against this. Cadbury Creme Egg is a brand born to entertain, and what better way to act like an entertainment brand than playfully wading into the streaming war? Get ready to eat with your eyes and ears!”
Rapha Capitani – Brand Manager, Cadbury Creme Egg
Declan Duggan – Senior Brand Manager, Cadbury Creme Egg
Derren Valydon – Digital Project Manager, Mondelēz
Creative agency: ELVIS
Neale Horrigan – Creative Managing Partner
Caroline Davison – Managing Partner, Clients
Rob Griffiths - Associate Creative Director
James Hudson - Associate Creative Director
Louis Mason - Producer
Danny Brooks – Digital Producer
Camilla Yates - Planning Director
Chris Dorn - Design Director
Beth Stanbridge - Designer
Bene Tanser - Senior Motion Designer
Luis Viana - Motion Designer
Steve Thornton – Technical Director
Joel Mitchell – Senior Developer
Michelle Simons – Account Director
Sasha Bachir – Account Manager
Production company: Craft Films
Directors: Adam Wimpenny, Joe Beverley & Samuel Hurlock, Robin Mason, Zac Ella and Rob Streeter
Sound design: Mike Pacheco
Media agency: Carat
Partnerships agency: Storylab
PR agency: Golin