The through-the-line campaign celebrates all the different types of Creme Egg eaters out there and encourages everyone to join in the ‘EATertainment’, with a focus on 16 - 34-year-olds. It centres around a 60-second hero film, celebrating the different ways Cadbury Creme Egg fans have enjoyed their favourite Easter treat for the last 50 years. This is supported by social and digital activity including Mondel?z UK’s debut on TikTok, with assets designed to encourage as many people as possible to get involved in the Golden Goobilee birthday celebrations, as well as activity across OOH, in-store, PR and media partnerships.
To kick off the Goobilee, Cadbury is releasing new golden versions of the Cadbury Creme Egg for consumers to find in-store, giving them the chance to win up to £5,000. 200 Golden Cadbury Creme Eggs will be hidden in-store masquerading as a classic Creme Egg across stores nationwide. Dentsu Aegis Network’s media agency Carat is managing all media planning and buying, and PR activation is led by Golin.
“It’s the 50th birthday of a beloved British favourite and this year we wanted to mark it in style by taking EATertainment to a whole new level, with a season-long birthday celebration for the nation,” said Mondelez Brand Manager, Raphael Capitani. “Cadbury Creme Egg’s iconic campaigns have been entertaining the nation for the last 50 years and that’s why we’re really excited to announce the Golden Goobilee, including the launch of our elusive Golden Cadbury Creme Eggs. Let the EATertainment begin!”