Cadbury Creme Egg’s Golden Goobilee has been a celebration like no other, but what kind of Goobilee would this be without some commemorative memorabilia? With countless items sold for each milestone in Royal history, it was only fitting that Cadbury Creme Egg should receive the same royal treatment.
To mark the pinnacle of Cadbury Creme Egg’s 50-year celebrations, Cadbury along with agencies Carat and ELVIS has partnered with UK China manufacturers, Duchess China. Together they have commissioned an exclusive Golden Goobilee Commemorative Plate for their die hard fans to purchase.
For the third and final spike of the Cadbury Creme Egg Goobilee campaign, creative agency ELVIS landed on the idea of a Golden Goobilee Commemorative Plate. The plate’s design is inspired by the craft of Kintsugi, the Japanese art of repairing broken pottery by mending the areas of breakage with gold. The commemorative item brings together the contrasting styles of a 1971 traditional plate and the modern version, nodding to Cadbury Creme Egg’s 50-year heritage.
The plates will be sold on Depop, taking inspiration from limited-edition releases. Consumers who purchase this piece of Cadbury Creme Egg history the quickest will be rewarded, as the plates will be sequentially priced from £1 up to £50. All proceeds will be donated to The Trussell Trust so that together we can help build a hunger-free future, one plate at a time.
Media agency, Carat partnered with Ladbible and Twitter to modernise a traditionally antiquated idea of memorabilia and engage with a younger audience through socially-led platforms. We have leveraged takeovers, videos and editorial coverage of the memorabilia launch across Ladbible and a heart to remind feature on Twitter to drive hype and encourage further traffic to the site at launch. The approach is designed to engage our growing audience and will drive maximum impact across two major digital partner networks.
To support this activity, ELVIS has also created a bold and playful piece of social content, which literally ‘drops’ the plates. The social content will also be supported by influencer activity.
The commemorative plate launch is part of the Cadbury Creme Egg Golden Goobilee, an inclusive season-long celebration for the nation to mark the brands 50th birthday, which began in January of this year. It follows the launch of a 60-second film celebrating 50 years of EATertainment, an activation starring Gary Barlow, and a Creme Egg inspired beer launch in partnership with Goose Island Brewery.
Media planning, buying and media partnership activity are by dentsu agency, Carat. PR activation has been led by Golin.
Imogen Davis, Brand Executive, Mondelēz, said: “Cadbury Creme Egg has been loved by the nation for five delicious decades, so we’re excited to launch our limited edition china plates, available to purchase now, for our fans to commemorate the momentous occasion in our final instalment of EATertainment this season!”
India Marlow-Prince, Planning Manager, Carat, added: “We set out to make the Cadbury Creme Egg Golden Goobilee an event no one would ever forget…and what is a ‘Goobilee’ without memorabilia? Partnering with Duchess China helped us create credible items to excite fans, and by joining forces with Ladbible and Twitter we will generate talkability and drive the novelty and scarcity factor of our items to get new and existing fans alike involved in our final celebration event, going out with a bang!”
Jack Cowin, Head of Client Solutions, LADbible Group, added: ‘We know our young audience loves a pun, so when Carat asked us to create hype and awareness around the new Goolden Goobilee memorabilia drop to celebrate Creme Egg’s 50thbirthday, we knew we were the perfect partner. We’ve married up full site takeovers with written advertorial content and social posts to make sure that the launch is unmissable. The partnership has been a fun and unique way to introduce a new generation to the joys of the Cadbury Creme Egg and we’ve loved being a part of it.’
Rob Griffiths, Creative Director, ELVIS, added: “It wouldn’t be a national anniversary without some collectable memorabilia for fans to go bonkers for! We wanted to create an unexpected commemorative item to mark the Goobilee in a way that would feel true to the brand, so we’ve put a playful Creme Egg twist on the usual kitsch wares, inspired by the Japanese art of Kintsugi.”