Cadbury challenges you to not eat your Creme Egg

This year's limited edition half milk chocolate, half white chocolate eggs can be redeemed for cash prizes

Published On
Jan 06, 2022

Editor's Pick

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. 


Jan 06, 2022
Client :
Cadbury Creme Eggs
Agency :
Marketing Director :
David Clements
Senior Brand Manager :
Markéta Kristlová
Brand Manager :
Lyndsey Homer
Brand Executive :
Mara Popa
Executive Creative Director :
Chris Birch
Executive Creative Director :
Jonny Parker
Creative Director :
Angus Vine
Creative Team :
Stephen Cross
Creative Team :
Simon Connor
Retail Creative Team :
Rose Pickles
Retail Creative Team :
Robbie Field
3D & Animation Lead :
Jon Bancroft
3D & Animation Lead :
Matt Smith
Business Director :
Matt Smith
Senior Account Director :
Charlie Griffith
Account Director :
Oliver Robinson
Senior Account Manager :
Rich Small
Head of Planning :
Sophie Kerbegian
Planner :
Luke Alexander-Grose
Social & Influence Director :
Aurelian Pakula
Agency TV Producer :
Edmund Thorn
Agency TV Producer :
Rosie Good
Agency Senior Creative Producer :
Sarah Fenn
Agency Senior Digital Producer :
Luke Dougherty
Agency Integrated Project Director :
Jon Dewart
Media Buying Agency :
Production Company :
Biscuit Filmworks
MD/Executive Producer :
Rupert Reynolds-MacLean
Head of Production :
Samantha Chitty
Director of Photography :
Matthew Emvin Taylor
Production Designer :
Gregg Shoulder
Director :
Jeff Low
Producer :
Kwok Yau
Production Manager :
Adam Oyejobi
Editor :
Saam Hovida
Editor :
Shift Post
Post-Production Company :
Electric Theatre Collective
Post Producer :
Amie Kingsnorth
Colorist :
Jason Wallis
Flame :
Amy Smith
Audio Post-Production Company :
Strings and Tings
Sound Engineer :
Lawrence Kendrick
Sound Producer :
Alina Miroshnichenko
PR :
Social & owned :

Need a credit fix? Contact the Creativity Editors

Project Type