Cadbury Creme Egg takes on the VOD market
You may only just have polished off the Christmas Quality Street but the Easter bunny is already rearing his floppy eared head in the shape of this innovative Creme Egg campaign.
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Credits
View on- Agency Elvis/London
- Production Company Craft Films
- Director Adam Wimpenny
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Unlock full credits and more with a shots membership
Credits
View on- Agency Elvis/London
- Production Company Craft Films
- Director Adam Wimpenny
- Director Joe Beverley
- Director Robin Mason
- Director Zac Ella
- Director Sam Hurlock
- Executive Creative Director Neale Horrigan
- Associate Creative Director Rob Griffiths
- Associate Creative Director James Hudson
- Creative Producer Louis Mason
- Digital Producer Danny Brooks
- Design Director Chris Dorn
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Elvis/London
- Production Company Craft Films
- Director Adam Wimpenny
- Director Joe Beverley
- Director Robin Mason
- Director Zac Ella
- Director Sam Hurlock
- Executive Creative Director Neale Horrigan
- Associate Creative Director Rob Griffiths
- Associate Creative Director James Hudson
- Creative Producer Louis Mason
- Digital Producer Danny Brooks
- Design Director Chris Dorn
This year Cadbury Creme Egg is entering the world of content streaming with the launch of EATertainment, a tongue-in-cheek initiative developed in partnership with creative agency ELVIS.
Following three years of the multi award-winning Creme Egg Hunting Season campaign, 2020 sees the brand take a completely new direction with the launch of the world’s first chocolate-focussed, free-to-access, video streaming platform; CremeEggEatertainment.com.
Consumers today either want utility or entertainment and increasingly ignore brands and ads that don’t deliver against this.
EATertainment is a playful take on the ever-increasing number of streaming platforms, from established players like Netflix through to new entrants such as Disney Plus and Apple TV Plus. Inspired by the annual consumer debate surrounding the best way to enjoy the Creme Egg eating experience, the platform will host a wide range of cinematic short films worthy of the big screen, a mindful-mess series and brain-gasmic ASMR episodes.
In addition to a ‘standard’ viewing package, viewers can also unlock ALL-YOU-CAN-EATertainment – a premium option that gives the audience access to additional bonus content by scanning a Cadbury Creme Egg, making EATertainment the first streaming platform to offer premium viewing in return for the purchase of a product rather than a direct financial payment.
Two cinematic pieces of original EATertainment content, written and produced by Amazon, will sit exclusively on the Amazon Prime Hub.
“Consumers today either want utility or entertainment and increasingly ignore brands and ads that don’t deliver against this," said James Hudson, Associate Creative Director at ELVIS. "Cadbury Creme Egg is a brand born to entertain, and what better way to act like an entertainment brand than playfully wading in to the streaming war? Get ready to eat with your eyes and ears!”
Above: A selection of the pun-tastic content to be streamed on EATertainment.
The initiative is Cadbury Creme Egg’s first non-broadcast channel campaign, in which new audience opportunities are explored alongside highly optimised digital, social and out-of-home plans that offer a taste of what can be found on the hub. As part of this, Cadbury has chosen to partner with Amazon Prime Video to tap into a highly engaged audience of streamers. Two cinematic pieces of original EATertainment content, written and produced by Amazon, will sit exclusively on the Amazon Prime Hub, driving viewers left wanting more to CremeEggEatertainment.com.
With the launch of EATertainment we’re turning the Creme Egg eating experience into entertainment.
“We’re truly thrilled to reveal this ‘eggciting’ new direction for Cadbury Creme Egg, in partnership with ELVIS," said Raphael Capitani, Brand Manager at Cadbury Creme Egg. "With the launch of EATertainment we’re turning the Creme Egg eating experience into entertainment. We’re going to offer people the perfectly paired feast for their eyes and ears when they tuck into a tasty Cadbury Creme Egg.”
