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.”

The post Cadbury Creme Egg launches ‘EATertainment’ VOD platform appeared first on IPM Bitesize.

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!’

The post Heinz and Cadbury create the Mayo-Creme Egg combo appeared first on IPM Bitesize.