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By John Glenday, Reporter

January 16, 2023 | 2 min read

Cadbury has reprised its playful ‘How do you NOT eat yours’ campaign following insatiable public demand for the half-milk, half-white chocolate eggs.

Spotlighting a new set of ‘unlucky winners’ the campaign sees the confectioner collaborate with director Jeff Lowe to convey the disappointment of delayed gratification in two short films.

Once again the campaign attaches cash value to the limited-edition treats, throttling a sugar hit.

This time around, the messaging will be accompanied by public warnings on the radio, digital out-of-home assets and retail to inform Creme Egg hunters where winning chocolates have already been found to aid the hunt.

Lyndsey Homer, brand manager at Cadbury said: “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.”

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

Last year, Cadbury shook up its annual Easter Egg hunt tradition by offering sweet-toothed participants a £10k reward for handing in their uneaten eggs.

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