Cadbury, has launched a new campaign for Creme Egg as part of a fully integrated campaign bringing back its ‘How do you eat yours?’ tagline for the first time in 20 years.

The new campaign, in partnership with VCCP London, builds on the original message that everyone has their way of eating a Creme Egg and introduces the public to Heather, who likes to eat a Creme Egg while maintaining eye contact.

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However, the voiceover, produced by Matt King, points out that means she’s kind of a big deal and that the way she eats her Creme Egg reveals a lot about her.

With a digital-first strategy, the fully integrated campaign features bold fly-poster style ads in outdoor and social which bring to life different Creme Egg eating styles.

It also encourages the public to take an online personality test to discover what their creme egg-eating technique reveals about them with the interactive website and strategy.

The campaign will run throughout the UK and ROI across AV, D/OOH, audio, social, print and digital with media planning and buying led by Publicis, owned-channel activity by Elvis and PR managed by Ogilvy.

Cadbury’s parent company, Mondelēz, Brand Manager, Josh Collier, said: ” This year we have really focused on driving the equity of the brand and returning to the thing that makes Creme Eggs so unique and great – the eating experience”.

“As part of this we are bringing back “How do you eat yours” as an iconic line that still resonates today with consumers but in a fresh and interactive way. We have really enjoyed tapping into the irreverent humour that Creme Egg is so well-known for; learning a lot about ourselves along the way.”