Each year, Cadbury Creme Eggs return to the shelves between January and Easter. The seasonal product is still remembered for its marketing slogan introduced in the 1980s: “How do you eat yours?”
Those classic ads highlighted all the unusual and humorous ways that people would indulge in Cadbury Creme Eggs. But in Mondelez-owned Cadbury’s new campaign, the brand puts a spin on its well-known advertising by challenging people to abstain from eating the chocolate eggs.
In a twist on its annual Cadbury Creme Egg hunt, Cadbury has hidden 146 limited-edition, half white chocolate and half milk chocolate eggs in supermarkets across the U.K.
Each egg is valued at a different amount ranging from $67 (£50) to $13,500 (£10,000), but there’s one catch. To claim their prize, consumers must prove that they have resisted the urge to eat the treat.
Created by VCCP London, “How Do You NOT Eat Yours” launches with two films that show people coming to terms with not being able to eat their Creme Eggs.
In the first ad, a man runs a bath, looking forward to indulging in his chocolate egg as he relaxes. But when he unwraps the egg and sees that it is one of the limited-edition ones, he faces a difficult choice between short-term satisfaction and winning money.
The second spot depicts a similar scenario with a couple unwinding in bed, when the man discovers one of the lucky eggs. The frustrated man asks his partner, “Why would they make an egg you can’t eat?”
Each advert ends on a cliff-hanger, with their decision on eating the eggs unclear. People who find the limited-edition products can claim their prize by calling a phone number on the ticket beneath the foil of the egg. They will have to answer a series of questions such as the unique code on the ticket, the retailer, date and location of the purchase.
The promotion will run until April 17 in the U.K. and Republic of Ireland.
“We wanted to create a campaign that both honored the special heritage of the brand, while injecting some new energy into it,” Cadbury brand manager Lyndsey Homer said in a statement.
Good luck on the hunt!