Cadbury, which wrapped its Christmas campaign less than two weeks ago, is already getting consumers thinking of Easter with the launch of its first new creative for Creme Egg in over four years.
The £4m initiative forms part of Cadbury’s wider £10m marketing investment in the Easter season. It will include social, experiential and PR and kicks off with a TVC, which has been revealed today (4 January).
Developed by Elvis Communications , the 30-second ad launches the new creative platform dubbed ‘It’s Creme Egg Hunting Season’ and features a variety of eccentric characters travelling through the countryside to seek out the chocolate eggs. It will premiere during ITV’s first episode of The Voice on 7 January.
The Mondelez brand believes the campaign will appeal to ‘the Creme Egg audience’, which it believes has a ‘penchant for cheeky humour’. The platform also riffs on the limited three-month sale period of Creme Eggs.
‘It’s Creme Egg Hunting season’ follows in the footsteps of last year’s campaign, which attempted to sweeten consumers’ backlash over the fondant treat’s new recipe with a pop-up café, Snapchat lens and PR stunt in Loch Ness. Cadbury reported a 5.1% uplift in Creme Egg sales between Easter 2015 and 2016.
Hortense Foult-Rothenburger, senior brand manager for Cadbury Easter, said: “Every year, Cadbury Creme Egg devotees tell us how excited they are that Cadbury Creme Eggs are back on shelves, and the success we’ve seen in 2016 is testament to the fact that fan’s love for the product has not waned.
“We have incredible plans for 2017 and are more excited than ever to kick it off with our brand new creative.”