Cadbury Returns With its ‘How do You NOT Eat Yours’ Campaign

“Last year this campaign outraged Creme Egg fans across the country and we’re excited to bring it back


Cadbury UK



Biscuit Filmworks

Cadbury Creme Egg and its creative agency VCCP have launched a new iteration of its ‘How do you NOT eat yours’ integrated campaign, challenging people to resist eating their delicious eggs.

The brand has released another batch of valuable and delicious half-milk and half-white Cadbury Creme eggs across the country that fans must not eat in order to win. The ‘unlucky’ winners in the UK can win between £50 and £10,000.

Not bad at all for not giving in to temptation


Cadbury warned the nation not to eat the winning Cadbury Creme Eggs in a campaign last year, but this year are taking it a step further. Along with releasing more nationwide warnings on social and outdoor posters, it is going out locally and will be even more reactive as the valuable eggs are found.

Cadbury worked with director Jeff Lowe for the second year to create more great comic performances from the ‘unlucky winners’ who can’t eat their winning eggs.

This includes two films: ‘Office’, showing a close-up of a woman holding an egg before we see in a wider shot that she is sitting at a desk at work staring at it. A colleague standing behind her says “That’s one of those winning eggs you can’t…” She responds “Not now Jean”.


The other campaign film, ‘Truck’, shows a man sitting in his truck who is on the phone. He says “It’s a half and half, that’s the winning egg I can’t eat right?” the person on the phone responds, “Yeah you can’t eat that” in a monotone voice. He then presses his horn in frustration before the film ends with the tagline.

The two new films will also run alongside last year’s successful films ‘Bed’ and ‘Bath’, which contributed to record-breaking sales for Cadbury Creme Egg, and will further demonstrate the disappointment felt by the unlucky winners of half-and-half eggs.

Lyndsey Homer, brand manager at Cadbury said, “Cadbury Creme Egg has been entertaining the nation for generations as one of the most well-known brands in the UK and we are excited to continue to do this. This campaign encompasses the cheekiness of the brand and encourages people to get involved and have a bit of fun. Helping cure the January Blues, the brand is encouraging the nation to see if they have what it takes to resist a tasty Creme Egg.”

Jonny Parker and Chris Birch, executive creative directors at VCCP London added, “Last year this campaign outraged Creme Egg fans across the country and we’re excited to bring it back. We’re tracking every winner as they’re found, so you’ll even be warned if one’s been found in your local corner shop in Kidderminster. Surely no-one else will accidentally eat one this year…”

The campaign will run from the 16th January until 9th April 2023 on Cadbury’s social media channels Instagram and Facebook alongside executions on YouTube, Radio, Digital Out Out of Home and Retail.


Client: Cadbury UK
Marketing Director: David Clements
Brand Managers: Laura Gray & Lyndsey Homer
Brand Executive: Charlotte Docker

Agency: VCCP London
Executive Creative Directors: Chris Birch & Jonny Parker
Creative Director: Angus Vine
Creatives: Stephen Cross, Simon Connor, Rose Pickles & Robbie Field
Managing Partner: Matt Smith
Business Director: Charlie Griffith
Account Director: Oli Robinson
Account Managers: Della Wilmot & Katie Kelly
Planning Director: Gethin James
Planner: Xanthe Fuller
Agency Producers: Izzie Haak, David Vass & Zaneta Stepien
Project Manager: Sally Greenwood

Media: Spark Foundry

Production Company: Biscuit Filmworks
Director: Jeff Low
Executive Producer: Rupert Reynolds-Maclean
Production Designer: Oliver Hogan
Producer: Kwok Yau

Post Production & VFX: Electric Theatre Collective
Producer: Amie Kingsnorth
Colourist: Luke Morrison

Editing: Work UK
Editor: Rachael Spann

Music & Sound: Factory Studios
Sound Engineer: Jack Hallett
Sound Producer: Ciara Wakley

PR: Ogilvy UK

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