Nostalgia was a big theme in the U.K. Christmas advertising this year, and now it seems Easter marketing will continue that trend. Cadbury is going retro ahead of Easter to promote its Creme Eggs in the U.K., with an '80s-style video store pop-up selling the candy.
Created by agency Elvis, the pop-up in John Lewis's Oxford Street store is part of the brand's "Eatertainment" campaign, which debuted in January with the introduction of the brand's own streaming platform providing customers with Creme Egg-related content.
In the store, customers can browse the Eatertainment content on shelves packaged in video form, while choosing their chocolate treats, then fill a movie-inspired tin with different Cadbury products and have it personalized at the checkout. Production company Fuel4 worked on the store with Elvis.
The initiative aims to bring Creme Egg to a new retail environment. “Having moved away from traditional broadcast channels for our Creme Egg campaign this year, our challenge was to try and activate Eatertainment, a digital platform, in a physical setting,” said Neale Horrigan, creative managing partner at Elvis in a statement. “We hope that nostalgic shoppers and Creme Egg fans alike will love the fun video shop experience we’ve created.”