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Creative Creative Works Easter

Cadbury hides Creme Eggs worth thousands – but there’s a twist


By Amy Houston | Senior Reporter

January 6, 2022 | 3 min read

In a playful twist on its iconic advertising slogan ‘how do you eat yours?’ Cadbury and VCCP London have devised a new campaign for the brand's annual Easter egg hunt. This year, Cadbury has hidden rare half white and half milk chocolate eggs which, if found, could win you up to £10k…only if you don’t eat them.


'How To Not Eat Yours' By Cadbury

'How Not To Eat Yours', launched in the UK and Ireland, features two short films. In the first, viewers see a man running a relaxing bath at the end of the day. As he gets ready to have a soak and enjoy his Creme Egg, he realizes that he has chosen one of the limited-edition treats. To his dismay, his partner asks him not to eat it in case it's worth something and viewers are left wondering if he could resist the temptation or not.

The second ad follows a similar suit but shows a couple tucked up in bed. One of them has discovered a winning egg and attempts to fight the urge to consume the sweet snack.

Both films were written by Simon Connor, Stephen Cross and directed by award-winning director Jeff Low.

“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 honored the special heritage of the brand, whilst injecting some new energy into it,” said Lyndsey Homer, brand manager at Cadbury.

Actor and comedian Matt Lucas has also recorded a series of public service announcement-style radio ads cautioning the nation that they must resist the temptation to eat the winning eggs.

‘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,” added Chris Birch, executive creative director at VCCP London

“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.”

The campaign will be supported by VOD, social media, radio, DOOH (digital-out-of-home), OOH (out-of-home), retail and various partnerships.

Cadbury: How Not To Eat Yours by VCCP London

By Cadbury

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