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Cadbury Creme Egg: How Do You Not Eat Yours? - Bed
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Cadbury Creme Egg and global creative agency VCCP London, launch a new integrated brand campaign 'How do you NOT eat yours' to the UK and ROI markets. The highly anticipated Cadbury Creme Egg Hunt is back, but this time it comes with a warning sign. Created by VCCP London to mark the lead up to Easter, Cadbury is offering lucky (or not so lucky) finders of the limited edition, half milk chocolate, half white chocolate eggs up to a huge £10,000 to be won, on one condition - that the winning egg is not eaten. Cadbury Creme Egg is no stranger to creating campaigns that have entertained the nation for decades. ‘How do you NOT eat yours’ is a spin on one of the most iconic advertising campaigns in recent decades; ‘How do you eat yours’ which was first launched by Cadbury in the 1980s. This year’s Creme Egg Easter campaign creates a modern twist by challenging people’s ability to resist eating the elusive treat. In order to claim a prize, recipients must show proof that they have resisted the urge to eat the deliciously tempting winning Cadbury Creme Egg. There will be one hundred and forty six limited edition Creme Eggs in circulation, all valued at different winning amounts, from £50 to £10,000. The disruptive, integrated campaign launches with two 30” films, written by VCCP Creatives; Simon Connor and Stephen Cross and directed by award-winning Director, Jeff Low. Both films showcase everyday situations where Cadbury Creme Egg fans typically like to enjoy their chocolate treat. The first film, ‘Bath’, sees a man running a relaxing bath, ready to soak and enjoy his Cadbury Creme Egg in peace, only to discover he’s picked up one of the winning eggs you can’t eat. He shares the discovery with his partner who pleads with him not to eat it as it’s worth a lot of money. The film draws to a comical end, and we’re left not knowing if he’s going to fight the temptation as his partner yells from outside the bathroom ‘Don’t eat it!!’ The second film ‘Bed,’ depicts a Cadbury Creme Egg fan tucked up in bed, again ready to wind down for the evening and tuck into his winning egg. He’s then interrupted by his partner who devastatingly tells him that he can’t eat it. The film ends with the man enviously eyeing up his partner who’s enjoying her Creme Egg with a spoon, and concludes with the man disappointedly saying ‘I want an egg, I want to eat an egg.’
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