Cadbury Creme Egg is bringing its recently-launched EATertainment streaming platform into the real world with a retro video shop experience, exclusive to John Lewis & Partners Oxford Street. The activation was developed in partnership with creative agency ELVIS.

Tapping into nostalgia for video shops of the past, the activation brings back the classic video store, where customers can browse the titles available on the EATertainment platform and watch content highlights while choosing their Easter treats.

Visitors to the activation are encouraged to pick up and personalise a special movie-inspired tin, exclusive to John Lewis & Partners, and fill it with Cadbury Easter goodies – 12 filled eggs and 3 sharing bags of mini filled eggs. Shoppers can add Cadbury Creme Eggs, or choose from a selection of other Cadbury treats, including Dairy Milk OREO eggs and Caramel eggs, and bags of Mini Dairy Milk Eggs, Mini Dairy Milk OREO Eggs and Mini Creme Eggs. They can then take their tin to be personalised before checking out.

The initiative aims to bring Cadbury Creme Egg to a new retail environment and to create a greater desire for the brand through the promotion of an exclusive, personalised product.

Cadbury and ELVIS took the Creme Egg brand in a completely new direction with the launch of a free-to-access video streaming platform, CremeEggEatertainment.com, in January of this year.

EATertainment is a playful take on the ever-increasing number of streaming platforms, from established players like Netflix through to new entrants such as Disney Plus and Apple TV Plus.

Inspired by the wide-ranging consumer debate surrounding the best way to enjoy the unique, multi-sensory Creme Egg eating experience, the platform hosts a wide range of cinematic short films worthy of the big screen, including a mindful-mess series and ASMR episodes.

The in-store activation runs until 13th April during John Lewis & Partners Oxford Street’s usual opening hours. It was produced in partnership with Fuel4.

Christina Bland, Brand Executive at Mondelēz, said: “This exciting activation really encapsulates the playfulness of the EATertainment platform, bringing it into a fun and engaging real-world setting. We are excited to offer John Lewis & Partners Oxford Street shoppers exclusive access to a unique gift, perfect for any Cadbury Creme Egg lover!”

Neale Horrigan, Creative Managing Partner of ELVIS, added: “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. We hope that nostalgic shoppers and Creme Egg fans alike will love the fun video shop experience we’ve created.”

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Cadbury Creme Egg, the Mondelēz International owned chocolate brand, is entering the world of content streaming with the launch of ‘EATertainment’, the first chocolate VOD platform. This tongue-in-cheek initiative was developed in partnership with creative agency ELVIS.

2020 sees the brand take a completely new direction with the launch of its own free-to-access video streaming platform, CremeEggEatertainment.com.

‘EATertainment’ is a playful take on the ever-increasing number of streaming platforms, from established players like Netflix through to new entrants such as Disney Plus and Apple TV Plus.

Inspired by the wide-ranging consumer debate surrounding the best way to enjoy a Creme Egg, the platform will host a wide range of cinematic short films worthy of the big screen; a mindful-mess series and brain-gasmic ASMR episodes. Viewers will be able to instantly stream anywhere on any device.

In addition to a ‘standard’ viewing package, viewers can also unlock ALL-YOU-CAN-EATertainment – a premium option that gives the audience access to additional bonus content by scanning a Cadbury Creme Egg, making ‘EATertainment’ the first streaming platform to offer premium viewing in return for the purchase of a product rather than a direct financial payment.

The initiative is Cadbury Creme Egg’s first non-broadcast channel campaign, in which new audience opportunities are explored alongside highly optimised digital, social and out-of-home plans that offer a taste of what can be found on the hub. As part of this, Cadbury has chosen to partner with Amazon Prime Video to tap into a highly engaged audience of streamers. Two cinematic pieces of original ‘EATertainment’ content, written and produced by Amazon, will sit exclusively on the Amazon Prime Hub, driving viewers left wanting more to CremeEggEatertainment.com.

Strategy, creative and content is by ELVIS. Media planning and buying is handled by Carat, and partnerships are managed by Storylab. PR is led by Golin.

Raphael Capitani, Brand Manager, Cadbury Creme Egg, said: “We’re truly thrilled to reveal this ‘eggciting’ new direction for Cadbury Creme Egg, in partnership with ELVIS. With the launch of ‘EATertainment’, we’re turning the Creme Egg eating experience into entertainment. We’re going to offer people the perfectly paired feast for their eyes and ears when they tuck into a tasty Cadbury Creme Egg.”

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Cadbury has revealed a new campaign to support the return of its Match & Win promotion, featuring football superstar Thierry Henry. The initiative was developed in partnership with creative agency ELVIS.

Now in its third year, Match & Win is Cadbury’s biggest on-pack activation, with more than 170 million branded packs in market. As part of Cadbury’s Premier League partnership, the promotion reflects the confectionery brand’s ongoing efforts to strengthen its brand values of generosity and goodness through its association with football.

ELVIS has worked with Cadbury to develop a campaign to drive engagement and purchase amongst consumers, across on-pack, web, social, instore and Out-of-Home channels.

As part of the campaign, ELVIS has created attention-grabbing social content featuring ex-Arsenal star Thierry Henry. The iconic face of Thierry Henry combined with the playful use of the physical and digital worlds is designed to stop users in their tracks whilst they scroll through their social feeds.

Customers buying a special Match & Win pack are invited to visit the campaign site matchandwin.cadburyfc.com and enter their promotional code to get a score prediction for a Premier League match. If the prediction comes true, they can win a VIP match-day experience, Premier League tickets or Cadbury FC merchandise.

This year, for the first time, an ‘instant win’ mechanic will also see up to 200,000 cash prizes worth £1M up for grabs through the Match & Win website.

Media strategy and buying for the campaign is by Carat UK, with talent management by MKTG.

Amelia Duverger, Junior Brand Manager at Mondelez International, said: “Last year’s Match & Win campaign delivered fantastic results, and we’ve got even bigger ambitions this year. With football icon Thierry Henry on board for our digital content, and even more chances to win, 2019 promises to be the best Match & Win promotion ever!”

Marcus Aitman, Senior Creative at ELVIS, added: “Match & Win is back for its third year, and it’s bigger and better than ever! We’re excited to have Thierry Henry as the star of our digital content and we can’t wait for more people to experience the feeling you get when you Match & Win.”

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As the Premier League has come to a dramatic close, Cadbury kicked-off its second end-of-season promotion, offering fans the opportunity to jet off on a summer getaway!

The ‘You’re off’ campaign created by BD Network, saw the notorious ‘red card’ in football given a ‘Cadbury twist’, offering consumers the chance to be sent off with a gold card – on a Cadbury FC holiday with a Premier League experience. There are five holidays up for grabs including a trip to Australia to watch Man United play Perth Glory and to Singapore to see Tottenham Hotspur play in their pre-season tour.

Shoppers will also be in with the chance of winning 50 pairs’ of Premier League tickets for the 2019/20 season alongside football-themed goodies including key-rings and drawstring bags.

The competition is supported by a £1m marketing spend, including investment in out-of-home, social media including Instagram and Facebook, radio and PR support.

Seana Fitzgerald, Cadbury Brand Manager at Mondelez International, said: “We were looking for a campaign that leveraged the Premier League sponsorship to drive success and consumer engagement. BD Network have embraced this vision, while maintaining the essence of our brand, triggering excitement and enhancing the fan experience.”

Lara Mitchinson, Account Director at BD Network, said:“Our aim was to create a Premier League campaign that excited football fans, as well as appealing to a wider audience who would still be engaged with the prize offering. Our creative is disruptive in a playful manner, ensuring Cadbury has strong visibility’

To enter, Cadbury consumers simply need to visit the bespoke ‘You’re Off’ website at youreoff.cadburyfc.com and type in the barcode of the product that they have bought for the chance to win.

‘You’re off’ promotion will run from April 29th to June 7th across the Cadbury singles range.

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This Easter weekend (Friday 19^th – Monday 22^nd) the annual Cadbury-National Trust Easter Egg Hunts will run across the Trust’s 306 properties across the UK. For the sixth year running, RPM is executing the experiential element of the campaign.

Cadbury will be providing each property that signs up with the National Trust and National Trust for Scotland portfolio with the support to activate their own personalised egg hunt themes that tell the unique story of each of the locations in exchange for a Cadbury treat.

Buidling on the successful 2018 strategy and creative concepts, RPM has created and produced all of the assets in line with the wider brand Easter campaign, including the kit and signage, and will be handling all of the staffing and logistics to make the partnership a success.

Delia Metral, Brand Manager at Cadbury, says: “Easter is a key occasion where families come together for the long weekend. It is fantastic to be able to encourage people to visit the amazing range of National Trust locations around the country, as well as providing them with a boost to keep these historic locations running for generations to come.”

Dom Robertson, Managing Director at RPM, says: “For many people around the country, Easter is synonymous with Cadburys chocolate eggs, and being able to run such a long running promotion which also helps to preserve the history of iconic locations around the country is a real pleasure.”

All money raised over the weekend goes back to the specific property, ensuring The National Trust and National Trust for Scotland can keep looking after special places for families to enjoy for years to come. So far, some £4.8million  has been raised for the National Trust in England, Wales and Northern Ireland by the promotion following the 2018 Egg Hunt.

By partnering with The National Trust and National Trust for Scotland in the long-running campaign, Cadbury can bring the ritual of the Easter Egg Hunts to life and engage families all over the country, bringing them together over the Easter period and introducing them to the historic and beautiful properties run by the charity throughout Great Britain and Northern Ireland.

More information on the promotion is available at www.cadbury.co.uk/easter.

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Two of the nation’s most-loved brands, Heinz and Cadbury, have joined forces to create a unique Cadbury Creme Egg and Heinz [Seriously] Good Mayonnaise concoction. 

To create the curious concoction, Heinz’s chefs have blended Heinz [Seriously] Good Mayonnaise – made with quality ingredients and free-range eggs – with the gorgeous goo of a Cadbury Creme Egg and crème patissiere.

Finished with chunky pieces of delectable Cadbury chocolate from Cadbury Creme Egg shells, the unusual union of the nation’s most popular sauce with everyone’s favourite Easter-time chocolate treat has resulted in a scrumptious spread.

Heinz [Seriously] Good Cadbury Creme Egg Mayo works beautifully dolloped onto waffles or crumpets.

Over the weekend, Heinz X Cadbury set up a unique Creme Egg installation at the Truman Brewery for passersby to try the delicious concoction.

Martina Davis, Brand Manager at Heinz [Seriously] Good Mayonnaise, said: “In Heinz’s 150^th anniversary year, we want to take every opportunity to celebrate and Easter has always been one of our favourite times of the year. So we set out to create the most Easter-y mayo we could. And who better to partner with than Cadbury Creme Egg – the kings and queens of Easter and another of the nation’s most loved brands! We’re delighted to launch the world’s first-ever Creme Egg Mayo, just in time for Easter. And very happy to report that it’s absolutely DELICIOUS. A real taste adventure. The only question we’re asking ourselves is why we haven’t done it sooner?!”

Raphael Capitani, Brand Manager at Cadbury Creme Egg, said: “We’re excited to finally announce our partnership with Heinz to create this gloriously gooey, crazy combination and dream collaboration for so many Cadbury Creme Egg lovers. We couldn’t think of a better partner to make this spread. The surprising taste is so, so delicious!’

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Cadbury Creme Egg has partnered with some of the UK’s biggest brands to launch a takeover of out-of-home sites around London’s Waterloo Station. The initiative was developed in partnership with creative agency ELVIS.

In a unique series of partnerships, Cadbury Creme Egg is offering people visiting the Waterloo Station area the chance to take part in a real-time ‘Easter egg’ hunt over the next two weeks. Creme Eggs will be hidden in ads from major brands including Heinz, Google, Honda, Knorr, Tesco, LADBible and Benefit Cosmetics, across 16 OOH Waterloo sites.

The sites feature a mix of Cadbury Creme Egg branding, cheeky clues, and partner ads, with the hunt offering passers-by the chance to win the elusive limited-edition White Cadbury Creme Egg – and a potential £10,000.

The ad-takeover aims to build on the momentum behind this year’s Creme Egg Hunting Season campaign, which sees Cadbury Creme Egg hacking the ads of a number of brands across TV, digital, outdoor, print and in-store channels.

Declan Duggan, Senior Brand Manager, Mondelēz, said: “We’ve already seen great results following the launch of our Creme Egg Hunting Season in January, receiving over 335,000 entries to date, and this new outdoor push gives people another fantastic opportunity to get involved with Hunting Season. It’s a uniquely collaborative campaign which should really grab people’s attention.”

Martina Davis, Senior Brand Manager, Heinz Sauces added: “When we heard that Cadbury was looking for partners for its famous Creme Egg Hunting Season campaign, we jumped at the chance to get involved. This is a unique take on brand collaboration, and we’re delighted to be part of the campaign.”

Louise Furneaux, Senior Marketing Communications Manager, Honda agrees: “We’re really proud to be in such good company as part of this collaboration with Cadbury Creme Egg. What could be more unexpected than finding a Creme Egg in a Honda ad?”

Rob Griffiths, Associate Creative Director, ELVIS, concludes: “We’re really excited to bring together some of the UK’s biggest brands for the latest iteration of the Creme Egg Hunting Season campaign. In an age where more and more consumers are choosing to avoid ads, we’re giving people a genuine reason to stop, look at and engage with Cadbury Creme Egg and our brand partners.”

Those who find a Creme Egg in one of the ads are invited to take a photo of it, then upload to huntthewhitecremeegg.com to unwrap it. If it’s white, it’s theirs, and they’re also in with the chance to win £10,000. If it’s a milk chocolate Creme Egg, they’ll receive a voucher to redeem for a free Cadbury Creme Egg in-store.

There are 1,000 White Cadbury Creme Eggs and 30,000 classic Cadbury Creme Eggs up for grabs this season. 

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Premier Foods, manufacturers of Cadbury Mini Rolls have launched an on-pack promotion to leverage Cadbury’s sponsorship of the Premier League.

The campaign gives customers the chance to win ‘The best seat in the house’ – offering VIP hospitality Premier League tickets to a Premier League 2019/2020 season match of their choice*, as well as other desirable prizes such as gift vouchers to gigs, meals and movies.

The idea developed by creative agency BD Network, aims to target a mass audience with a variety of compelling prizes, whilst ensuring the Premier League football theme is still the hero, and Cadbury FC is at the heart of the concept.

To enter, consumers will need to buy promotional pack of Cadbury Mini Rolls Milk Chocolate or Raspberry, enter their unique code from the pack at www.cadburycompetition.com to instantly find out if they are a winner. Winners and prizes are selected randomly via a computer algorithm and there are 100 prizes available to win, including 10 x pairs of Premier League hospitality tickets with lounge access. A free entry route is available for consumers in Northern Ireland and Republic of Ireland.

The promotion is live and will close on 10^th April 2019.

*Premier League matches are subject to availability.

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To remind people of the power of saying ‘thank you’ properly, and encourage people to do it more often, Cadbury has opened ‘Thanks a Bunch’, a flower shop with a difference. The shop is being run by legendary London florist, Augustus Bloom, who has turned his hand to chocolate floristry for the campaign; hand-crafting beautiful chocolate flower bouquets made from the range of mouth-watering Cadbury Roses flavours, which include Golden Barrel, Signature Truffle and classic Caramel.

This campaign comes as a response to a survey of over 2,000 Britons, which found that the vast majority (80 percent) believe that in the age of text messaging and short form communication, we don’t say thank you enough. And, when we do say it, 78 per cent of people across all ages believe we’re not doing it properly – with half (53 per cent) of those polled stating they would much rather receive a physical gesture, such as a handwritten letter, flowers or chocolates over commonly used digital forms.

The good news is that getting a ‘thank you’ right is very powerful in our manners-obsessed nation, with almost all respondents (94 per cent) saying a heartfelt thank you done properly made them feel warm inside. And the same percentage stating that one heartfelt ‘thank you’ gesture is worth 20 half-hearted ones.

Completely free, on a first-come, first-served basis, there will be bouquets and single stem Cadbury Roses ‘Roses’ on offer. Visitors picking up these elegant bespoke gifts will simply need to pay with their message of thanks, which will then be added to their Roses. With the Soho based florist dripping in beautifully crafted Roses flowers, this will be the ideal place to pick up a unique present for a loved one.

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Cadbury is marking the centenary of the end of the First World War, which takes place on November 11th 2018, by releasing a limited edition Cadbury Dairy Milk Remembrance Bar, in partnership with the Royal British Legion.

The confectionery brand will be donating 30p from every bar sold to the Legion, to help its work with the British Armed Forces, veterans and their families. In addition to this financial contribution, Cadbury is supporting the Legion through a year-round calendar of fundraising events and activities.

The 360g bar bears an almost identical wrapper design as Cadbury Dairy Milk bars sold during First World War, but with the addition of poppies, which became a symbol of Remembrance after the war’s end.

Cadbury is also supporting the Legion’s Thank You movement. The campaign aims to thank all who served, sacrificed and changed our world during the First World War. Cadbury will be sharing remarkable stories of the First World War generation who shaped the world we live in today – including those of the Cadbury workforce who supported the war effort on the battlefield and the home front. This included the ‘Cadbury Angels’, women who took up roles within the business during war time and sent almost 30,000 care packages to men serving on the frontline.

While more than 2,000 Cadbury employees joined the armed forces, many others provided critical care for injured soldiers through the Friends Ambulance Unit, established by Laurence Cadbury. Many of the wounded were brought back to Bournville where Cadbury properties were converted to hospitals.

Beth Cameron, Brand Manager, Cadbury, says: “Through our Remembrance Bar and partnership with the Royal British Legion, we are saying ‘Thank You’ to all who served, sacrificed, and changed our world during the First World War. The remarkable stories of the Cadbury workforce 100 years ago have shaped the business we are today and are particularly important for us to remember at the centenary of the end of WWI.”

Catherine Davies, Head of Remembrance at the Royal British Legion, comments: “It is right and fitting that Cadbury is a Thank You partner given its proud history dating back to the First World War.  Cadbury made a great contribution to the First World War by sending morale-boosting gift packages to soldiers on the front line and converting Cadbury buildings to hospitals for the injured back home.  We are grateful to Cadbury for continuing its long standing support for our Armed Forces community and donating to the Legion through the sale of this special chocolate bar.”

The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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