With Christmas over, surely it's time to start thinking about Easter eggs? If that thought makes you groan, well, this year Cadbury is actually urging you not to eat its Creme Eggs, under certain circumstances.
The Mondelez-owned brand's 2022 campaign is a promotion involving limited edition eggs that are half milk chocolate, half white chocolate, and can be redeemed for cash prizes, as long as you don't eat them. In total there will be 146 limited edition Creme Eggs in circulation, all valued at different winning amounts, from £50 to £10,000. The promotion runs to April 17.
To market the push, Cadbury lead agency VCCP has created a couple of humorous ads, directed by Biscuit's Jeff Low, that show people trying not to give in to temptation and eat their Creme Eggs. One spot sees a couple in bed. He has a winning egg, but she doesn't, and he watches her eat it while whining, "I want to eat an egg." In the second spot, a man despairs at finding a winning egg because he wanted to lie in the bath and eat one. Despite his pleas from his partner outside the bathroom door that "they're worth a lot of money," you get the feeling he might not be able to resist.
The tagline, "How do you not eat yours?" is a twist on Creme Egg's well-known slogan that's been used intermittently since the 1980s, "How do you eat yours?" This will also be used in radio ads voiced by comedian Matt Lucas, in the style of PSAs warning the nation that they must resist the temptation to eat the winning eggs ("Do Not Lick This Egg").
Matt Lucas radio ad
"Creme Eggs are a childhood classic and a British institution," said Chris Birch, executive creative director at VCCP London, in a statement. "So we were thrilled to create a new campaign which would bring new life to Creme Eggs, while paying homage to one of the most well-known chocolate advertising campaigns of recent times. 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 new campaign follows a headline-making 50th anniversary campaign for Cadbury's Creme Egg last year, which was created via Elvis. With a theme of "Golden Goo-bilee," it caused some controversy with a scene that showed a same-sex couple passing a Creme Egg between their mouths. A petition calling for the ad to be pulled attracted 30,000 signatures, but eventually the U.K’s Advertising Standards Authority ruled that the spot could stay on air.