Cheeky Chocolate Campaigns

The Cadbury Creme Egg How Do You Eat Yours? campaign has been launched by the chocolate brand and VCCP London as a retro-inspired marketing initiative that revives the namesake tagline.

The campaign brings back the "How do you eat yours?" tagline for the first time in 20 years and sees it used as the basis for the new 30-second commercial 'Big Deal.' This sees main character Heather boldly enjoying her Creme Egg while making eye contact with strangers, which is a similar kind of confidence she brings to the rest of her life.

Brand Manager at Mondelēz International Josh Collier commented on the Cadbury Creme Egg How Do You Eat Yours? campaign saying, "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!"