The nation’s number one brand at Easter[i] celebrates its landmark birthday with an innovative new marketing campaign
Cadbury is marking the 50th birthday of its beloved Creme Egg with the launch of a new Golden Goobilee campaign, as Cadbury Creme Eggs return to stores nationwide. To mark five delicious decades, Cadbury is celebrating all the playful ways people like to enjoy their Creme Egg with a celebration befitting of this British icon’s milestone birthday.
Cadbury Creme Egg’s iconic campaigns have been entertaining the nation for the last 50 years. Which is why, last year, Cadbury launched ‘EATertainment’ to put the eating experience back at the heart of its core campaign. This year, EATertainment is back in an all-season-long birthday celebration for the nation.
The campaign centres around a 60” hero film celebrating the different ways Cadbury Creme Egg shoppers have enjoyed their favourite Easter treat for the past 50 years – whether they are a licker, dipper, baker, eggspert, discrEATer or sharer. This will be supported by social and digital activity including Mondel?z UK’s debut on social platform Tik Tok, encouraging as many people as possible to get involved in the Golden Goobilee birthday celebrations.
To mark the Goobilee, Cadbury is also 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 throughout the Easter season. Two hundred Golden Cadbury Creme Eggs will be hidden, masquerading as a classic Creme Egg in stores across the country.
But it doesn’t stop there – when a shopper wins, so too does the store! Independent retailers also have the chance to win a variety of cash-prizes or Amazon vouchers, up to £1000, with 30 golden eggs hidden within the convenience channel. To participate, retailers must use Cadbury promotional display material. Retailers can find out more by visiting www.deliciousdisplay.co.uk.
Raphael Capitani, Brand Manager, Mondel?z, said: “We wanted to mark the 50th birthday of a beloved Easter favourite in style by taking EATertainment to a whole new level this year. Cadbury Creme Egg’s iconic campaigns have been entertaining the nation for the past 50 years, helping to drive sales for our customers and maximise the Easter season, so we’re excited to kick off the Golden Goobilee for 2021. Let the EATertainment begin!”
The Golden Goobilee forms part of an integrated marketing campaign supported across media channels including OOH, digital, social, in-store, PR and media partnerships.
[i] Nielsen Up to 17/04/2020 / Kantar FY 2020