Cadbury Creme Egg’s ‘How Do You Not Eat Yours?’ campaign is set to return for Easter 2023.
By Antony Begley.
Easter wouldn’t be Easter without a Creme Egg or 12, and the iconic brand is planning a cracking Easter in 2023 by bringing back its ‘How Do You Not Eat Yours?’ campaign when the top-selling treats reappear on shelves in all their gooey glory.
Mondelez International is encouraging shoppers to once again keep an eye out for an extra special half-milk chocolate, half-white chocolate Cadbury Creme Egg. If they can resist eating it, the unique treat can win them up to £10,000.
And there’s plenty of incentive for retailers to keep an eye out too: if a winning egg is found in their store, they’ll win too! More than 20 Amazon vouchers are up for grabs for lucky retailers, including a top prize of a £1,000 voucher to help them celebrate the season egg-cellently.
The competition will put consumers and retailers across the nation to the ultimate Easter test, sparking the annual ‘How Do You Eat Yours’ debate. With social, digital, and out-of-home activations, everyone will know that the goo is back. Retailers can drum up egg-citement for its return with eye-catching POS featuring this year’s twist on the iconic phrase: How Do You NOT Eat Yours.
Lyndsey Homer, Brand Manager for Cadbury Creme Egg, said: “We were absolutely blown away by the response to our ‘How Do You Not Eat Yours?’ campaign last year. Our fans rose to the challenge of resisting the temptation of these delicious half-and-half Creme Eggs to win their prizes. To those who couldn’t resist – don’t worry! We’re giving you a second chance around this coming Easter!”
White on the money
Cadbury Creme Eggs are by far the bestselling Easter product and are purchased four times more than the average Easter product [Nielsen, Apr 2022].
This year, the brand is releasing its first ever product innovation: Cadbury White Creme Egg. White chocolate is growing fast in the category, so this is set to be a truly incremental new product.
Cadbury Mini Eggs 80G bag is the number Easter SKU, with 115 bags bought every minute [Nielsen, Apr 2022]. The brand is also launching a new 1kg bag format for those shoppers whipping up delicious baked goods using the Easter staple as the key ingredient.
Cadbury Dairy Milk Orange Filled bags are also available across the market for the first time this year. This delicious treat sees the nation’s favourite chocolate [Nielsen, 2021] combined with real orange oil to create this popular flavour combination and is certainly set to be a hit with shoppers.
To make the most of the season, Mondelez is urging retailers to split Easter into three phases: getting off to a fast start, building momentum, and then gearing up for a ‘gifting finish’ as the period reaches its finale.
The ‘fast start’ phase focuses on shoppers looking for small treats for themselves, such as Cadbury Creme Egg and Cadbury Mini Eggs, and typically runs from January until Valentine’s Day.
For more egg-spert confectionery and seasonal advice, retailers can visit snackdisplay.co.uk.
- Order sufficient stock of seasonal self-eat and sharing favourites from well-loved brands, such as Cadbury Creme Egg and Cadbury Mini Eggs.
- Create awareness of the season with your customers using campaigns, competitions and promotions as a talking point.
- Use POS from shoppers’ favourite Easter brands to highlight products and optimise incremental sales.
