{"id":14436,"date":"2022-01-05T12:46:12","date_gmt":"2022-01-05T12:46:12","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14436"},"modified":"2022-01-27T09:26:24","modified_gmt":"2022-01-27T09:26:24","slug":"cadbury-creme-egg-how-do-you-not-eat-yours","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/cadbury-creme-egg-how-do-you-not-eat-yours","title":{"rendered":"Cadbury Creme Egg &#8216;How do you NOT eat yours&#8217;"},"content":{"rendered":"<div class=\"lazyblock-video-ZEcLnw wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/662600255?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-12FwWB wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/662600867?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1zEm0w wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\"><strong>Cadbury Creme Egg<\/strong> and global creative agency<\/span> <span style=\"font-weight: 400\"><strong>VCCP London<\/strong>, launch a new integrated brand campaign <\/span><i><span style=\"font-weight: 400\">\u2018How do you NOT eat yours\u2019 <\/span><\/i><span style=\"font-weight: 400\">to the UK and ROI markets.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The highly anticipated Cadbury Creme Egg Hunt is back, but this time it comes with a warning sign. Created by VCCP London to mark the lead up to Easter, Cadbury is offering lucky (or not so lucky) finders of the limited edition, half milk chocolate, half white chocolate eggs up to a huge \u00a310,000 to be won, on one condition &#8211; that the winning egg is not eaten.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Cadbury Creme Egg is no stranger to creating campaigns that have entertained the nation for decades. <\/span><i><span style=\"font-weight: 400\">\u2018How do you NOT eat yours\u2019<\/span><\/i><span style=\"font-weight: 400\"> is a spin on one of the most iconic advertising campaigns in recent decades; <\/span><i><span style=\"font-weight: 400\">\u2018How do you eat yours\u2019 <\/span><\/i><span style=\"font-weight: 400\">which was first launched by Cadbury in the 1980s.<\/span> <span style=\"font-weight: 400\">This year\u2019s Creme Egg Easter campaign creates a modern twist by challenging people\u2019s ability to resist eating the elusive treat. In order to claim a prize, recipients must show proof that they have resisted the urge to eat the deliciously tempting winning Cadbury Creme Egg. There will be one hundred and forty six limited edition Creme Eggs in circulation, all valued at different winning amounts, from \u00a350 to \u00a310,000.\u00a0<\/span><\/p>\n<p><b>Lyndsey Homer, Brand Manager at Cadbury said: <\/b><i><span style=\"font-weight: 400\">\u201cCadbury Creme Egg is one of the most iconic and well known products in the Cadbury portfolio. We wanted to create a campaign that both honoured the special heritage of the brand, whilst injecting some new energy into it. I\u2019m so excited to see our campaign come to life, and can\u2019t wait to see how fans, new and old, react to our cheeky campaign.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">The disruptive, integrated campaign launches with two 30\u201d films, written by <strong>VCCP Creatives<\/strong>; <strong>Simon Connor<\/strong> and <strong>Stephen Cross<\/strong> and directed by award-winning Director, <strong>Jeff Low<\/strong>. Both films showcase everyday situations where Cadbury Creme Egg fans typically like to enjoy their chocolate treat. The first film, \u2018Bath\u2019, sees a man running a relaxing bath, ready to soak and enjoy his Cadbury Creme Egg in peace, only to discover he\u2019s picked up one of the winning eggs you can\u2019t eat. He shares the discovery with his partner who pleads with him not to eat it as it\u2019s worth a lot of money. The film draws to a comical end, and we\u2019re left not knowing if he\u2019s going to fight the temptation as his partner yells from outside the bathroom \u2018<\/span><i><span style=\"font-weight: 400\">Don\u2019t eat it!!\u2019<\/span><\/i><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">The second film \u2018Bed,\u2019 depicts a Cadbury Creme Egg fan tucked up in bed, again ready to wind down for the evening and tuck into his winning egg. He\u2019s then interrupted by his partner who devastatingly tells him that he can\u2019t eat it. The film ends with the man enviously eyeing up his partner who\u2019s enjoying her Creme Egg with a spoon, and concludes with the man disappointedly saying<\/span><i><span style=\"font-weight: 400\"> \u2018I want an egg, I want to eat an egg.\u2019<\/span><\/i><\/p>\n<p><b>Chris Birch, Executive Creative Director at VCCP London added:<\/b><i><span style=\"font-weight: 400\"> \u2018Creme Eggs are a childhood classic and a British institution. So we were thrilled to create a new campaign which would bring new life to Creme Eggs, whilst paying homage to one of the most well known chocolate advertising campaigns of recent times. It&#8217;s been fun flipping that campaign on its head. It&#8217;s sticky work. We\u2019ve eaten about 40 each. Hopefully people love the campaign like we do and maybe even find a winner. That they can\u2019t eat of course.\u2019<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">For radio, Cadbury Creme Egg will reunite with actor and comedian Matt Lucas to create a series of radio public service announcement style ads warning the nation that they must resist the temptation to eat the winning eggs. Supporting this, Cadbury Creme Egg will also use YouGov data to target Creme Egg lovers based on whether they are lickers, eat their Creme Egg all in one or enjoy it with a spoon.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign <\/span><i><span style=\"font-weight: 400\">\u2018How do you NOT eat yours\u2019 <\/span><\/i><span style=\"font-weight: 400\">will run in the UK and ROI from 5th January until Easter across VOD, social (Instagram, Twitter, Snapchat), YouTube, radio, DOOH, OOH, retail and partnerships. PR will be supported by Golin. All media has been planned and executed by Carat.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-10cLmV wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Bath.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Bath.png\" alt=\"Man standing in front of a bath holding a creme egg chocolate.\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Bed.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Bed.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n          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data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1Eapjm wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We were thrilled to create a new campaign which would bring new life to Creme Eggs, whilst paying homage to one of the most well known chocolate advertising campaigns of recent times.  \n        <cite>Chris Birch, Executive Creative Director at VCCP London <\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-14436","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107","10111"],"client_id":"10225","hero_video":"","hero_image":{"ID":14535,"id":14535,"title":"Creme Egg","filename":"Creme-Egg.png","filesize":3077016,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg.png","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/cadbury-creme-egg-how-do-you-not-eat-yours\/attachment\/creme-egg","alt":"","author":"57","description":"","caption":"","name":"creme-egg","status":"inherit","uploaded_to":14436,"date":"2022-01-27 09:26:04","modified":"2022-01-27 09:26:04","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Creme-Egg-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Cadbury Creme Egg 'How do you NOT eat yours'","meta-description":"Cadbury Creme Egg and global creative agency VCCP London, launch a new integrated brand campaign \u2018How do you NOT eat yours\u2019 to the UK and ROI markets.\u00a0  The highly anticipated Cadbury Creme Egg Hunt is back, but this time it comes with a warning sign. Created by VCCP London to mark the lead up to Easter, Cadbury is offering lucky (or not so lucky) finders of the limited edition, half milk chocolate, half white chocolate eggs up to a huge \u00a310,000 to be won, on one condition - that the winning egg is not eaten.\u00a0","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Bed.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":13952,"post_author":"57","post_date":"2021-08-25 10:33:32","post_date_gmt":"2021-08-25 09:33:32","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"592068095\",\"blockId\":\"ZrwOeD\",\"blockUniqueClass\":\"lazyblock-video-ZrwOeD\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eCadbury\\u003c\\\/strong\\u003e and global agency of record, \\u003cstrong\\u003eVCCP London\\u003c\\\/strong\\u003e, together with\\u003cstrong\\u003e VCCP CX\\u003c\\\/strong\\u003e launch Wispa Gold Hazelnut Flavour to the UK market with an integrated brand campaign \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018A New Type of Gold.\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u00a0The campaign places the new limited edition bar firmly in the world of finance, playing into the tropes of cryptocurrency and playing off financial news channels, \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018and will \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0roll out across social, press and PR. The campaign will allow\\u00a0 fans to invest in \\u2018A New Type of Gold\\u2019, by offering them the chance to secure a coveted #WispaGoldHF share, \\u00a0 before paying them out in multiple Wispa Gold Hazelnut Flavour bars at the end.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eExclusively breaking on Twitter livestreams, chocolate fans desperate to get their hands on this chocolatey investment can buy a #WispaGoldHF \\u2018share\\u2019* in Cadbury\\u2019s\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018New Type Of Gold.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019 Successful shareholders will then be able to watch the share value fluctuate and receive daily updates live and direct from the \\u003ca href=\\u0022https:\\\/\\\/twitter.com\\\/CadburyUK\\\/status\\\/1427938660909993990?s=20\\u0022\\u003e@CadburyUK Twitter account\\u003c\\\/a\\u003e.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eShareholders will crucially\\u00a0 be able to get their hands on the limited edition Hazelnut flavour product, all before they hit the UK shelves. The final share* value, announced at the end of the campaign, will represent the number of chocolate bars shareholders will receive.\\u00a0 \\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated to entice a younger audience of wannabe #WispaGoldHF shareholders, the campaign is supported by \\u003c\\\/span\\u003e\\u003cb\\u003eNiko Omilana\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, internet YouTube sensation, now turned political campaigner, to act as the financial guru and raise awareness of the campaign.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign represents a modern makeover for an iconic chocolate bar,and the brand\\u2019s first injection of youth, spirit and personality, whilst heroing a totally new product. Reconnecting with Wispa Gold\\u2019s original identity, the integrated campaign\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ereinvents the wonderful essence that helped build the brand into what it is today.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJoshua Collier, Junior Brand Manager at Cadbury \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe\\u2019ve branded our Wispa Gold Hazelnut Flavour bar our \\u2018New Type of Gold\\u2019 due to its rarity and delicious hazelnut-flavoured caramel filling. Just like real gold, we\\u2019ve decided to turn our bars into a new (and fun) commodity, giving our fans the chance to receive a very tasty dividend of multiple bars of the limited-edition chocolate bar to share* with their friends and family.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cThis bar has been 18 months in the making and we hope Wispa lovers will enjoy engaging in its entertaining launch.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAngus Vine, Creative Director from VCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018It\\u2019s been a pleasure to bring some new life into a brand as iconic in British culture as Wispa. Our campaign is great testament to the challenger style work we like making at VCCP. Taking more of a creative risk in our approach, by tapping into the recent craze that is crypto, trading and just the general invasion of traditionally stuffy financial worlds by our younger audience. It would have been a lot easier to run a traditional campaign that just raised awareness for our new bar, but it wouldn\\u2019t have been as fun.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo support the campaign, media was also purchased in traditional financial press spots, such as The Sunday Telegraph Money section, designed to tie the activation roll out to the overarching creative o\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ef \\u2018A New Type of Gold.\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAll media has been planned and executed by \\u003cstrong\\u003eCarat\\u003c\\\/strong\\u003e.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"It\\u2019s been a pleasure to bring some new life into a brand as iconic in British culture as Wispa.\",\"quotee\":\"Angus Vine, Creative Director, VCCP London\",\"blockId\":\"iD0bp\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-iD0bp\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Wispa-Gold-Website%22,%22caption%22:%22%22,%22id%22:13954,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13954%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/Wispa-Gold-Website.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image-5%22,%22caption%22:%22%22,%22id%22:13955,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13955%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/image-5.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Wispa-Gold-HF%22,%22caption%22:%22%22,%22id%22:13956,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13956%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/Wispa-Gold-HF.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"ZwqKzU\",\"blockUniqueClass\":\"lazyblock-carousel-ZwqKzU\"} \/-->","post_title":"Cadbury 'A New Type of Gold '","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-a-new-type-of-gold","to_ping":"","pinged":"","post_modified":"2021-09-08 17:28:12","post_modified_gmt":"2021-09-08 16:28:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13952","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":12860,"post_author":"44","post_date":"2021-03-09 14:43:31","post_date_gmt":"2021-03-09 14:43:31","post_content":"<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"We have officially launched the 'Cadbury Worldwide Hide'- a virtual Easter egg hiding experience where consumers can hide an Easter egg anywhere in the world for someone they love. This will be activated in the UK \\u0026amp; Ireland from Tuesday 9th March.\u00a0\",\"blockId\":\"2g6JkU\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-2g6JkU\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"QAkNItMjhRQ\",\"blockId\":\"Z8hFdp\",\"blockUniqueClass\":\"lazyblock-video-Z8hFdp\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eUsing Google Maps Street View, hiders can hide an easter egg anywhere in the world and then share a personalised clue with a loved one to help them find their Egg. The recipient will then be sent the clues to help them find the virtual Easter Egg. The hider has two options; to either purchase one of four Cadbury Easter Eggs from the Cadbury World Hide range or simply hide a virtual egg for free for their loved one to find.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eThe global pandemic has restricted the physical connection that we all crave, which is why our campaign sets out to connect people across the UK through the central value of the Cadbury brand; generosity. Generosity is at the heart of Cadbury and as such, Easter provides an opportunity to show that there truly is a glass and a half in everyone. VCCP decided to flip this Easter ritual on its head, showing how\u00a0\\u003cem\\u003ehiding \\u003c\/em\\u003ean act can be a generous act for a loved one. \u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eMark\u00e9ta Kristlov\u00e1\\u003c\/b\\u003e\\u003cb\\u003e, Senior Brand Manager Easter UK said:\u00a0\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cThis year, we felt it was important for us to create something that would help people feel close, even when they cannot be together. \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThere is something so generous in taking the time to hide an egg at Easter and we wanted to capture that in a way everyone could do. With travel restricted for a lot of us, the Cadbury WorldWide Hide takes the usual garden egg hunt and helps you travel the world in search of the Iconic Purple \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Egg, hidden somewhere that is meaningful to you and the hider. We can't wait to share it with everyone and make people feel a little more connected however far apart they may be this Easter.\u201d\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMark Sweatman, Head of Technology at VCCP CX said\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201c\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIt\u2019s been great to be involved in the project from the start and it has allowed us to bring a little bit of magic back to Easter. We\u2019ve used cutting edge technology to create a brand new platform that immerses the public into a unique hide \\u0026amp; seek experience using Google Maps Street View. Working closely with Cadbury and their partners, we developed a scalable cloud platform that ensures a seamless user experience whether you\u2019re taking part for fun, or buying an egg for your loved one. In a time when travel is severely curtailed, we hope this allows the public a little bit of nostalgia and escapism, while showing they care\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe worked on this campaign, arm in arm with our Customer Experience (CX) team to build the Cadbury Worldwide Hide platform to bring the vision of a virtual hide and seek to life. Following a user-centred approach, our team mapped each point of the user journey. The CX team integrated several platforms across CRM, e-commerce and fulfilment in order to design a seamless end-to-end journey. Using cutting edge technology, including the latest scalable cloud technology, we built an experience that will immerse the public in the Easter spirit.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eThe Cadbury Worldwide Hide platform can be accessed here: \\u003cspan style=\\u0022color: #000000\\u0022\\u003e\\u003ca style=\\u0022color: #000000\\u0022 href=\\u0022https:\/\/worldwidehide.cadbury.co.uk\/\\u0022\\u003ehttps:\/\/worldwidehide.cadbury.co.uk\/\\u003c\/a\\u003e\\u003c\/span\\u003e  \\u003c\/strong\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2hDL6Y\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2hDL6Y\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We are thrilled to once again share the wholesomeness and importance of the Cadbury brand with this new work. We\u2019re so pleased to be able to play a role in bringing people together in a safe way during this time. The Cadbury brand has long been synonymous with Easter and we\u2019re grateful to be given the freedom to shift that association online and help put the generosity back into Easter.\",\"quotee\":\"Chris Birch \\u0026amp; Jonny Parker, Creative Directors at VCCP\",\"blockId\":\"Zqa6WT\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Zqa6WT\"} \/-->","post_title":"Cadbury launches the \"Cadbury Worldwide Hide\"","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-launches-the-cadbury-worldwide-hide","to_ping":"","pinged":"","post_modified":"2021-08-02 16:54:30","post_modified_gmt":"2021-08-02 15:54:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=12860","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":13923,"post_author":"57","post_date":"2021-08-20 17:13:17","post_date_gmt":"2021-08-20 16:13:17","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"589415984\",\"blockId\":\"Z74YGy\",\"blockUniqueClass\":\"lazyblock-video-Z74YGy\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIt\\u2019s not often that chocolate is catapulted to elite status, but one of the Australians\\u2019 favourite chocolate bars, \\u003cstrong\\u003eCadbury Caramilk,\\u003c\\\/strong\\u003e has finally reached British shelves after causing quite a stir Down Under. Such was the demand for Caramilk, that it was hoarded and even rationed by shops in Australia.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo promote Cadbury\\u2019s biggest new product launch in years, Mondelez and global creative agency, \\u003cstrong\\u003eVCCP London\\u003c\\\/strong\\u003e,\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003etoday launch \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Just Ask An Aussie\\u2019. \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign heroes real life quotes from Aussies which show the Brits just how much they love Caramilk, and encourages Brits to ask an Aussie for themselves to find out what the fuss is all about.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTargeted at UK millennials, the bold and disruptive integrated campaign will run for two months across DOOH, OOH, Facebook, Instagram, Twitter, TikTok and YouTube.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRather than the brand peddling its own products, VCCP London handed the mic over to diehard Aussie fans who shared their seal of approval with bold claims about Caramilk such as \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cyou\\u2019ll love it more than your cat\\u201d, \\u201cyou\\u2019ll think about it while eating other chocolate\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and even \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cyou\\u2019d give up your gran for one\\u201d.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0Cadbury will also roll out a series of high impact DOOH sites, such as Waterloo Motion, that hero real tweets and playful social posts from loyal Aussie fans who have confessed their love of Caramilk to their followers, and are now tasked with the job of flying the flag in the UK.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eBeatrice Berutti,\\u202f Brand Manager at Mondelez International \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid:\\u202f\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cIt\\u2019s been months in the making, but we\\u2019re excited to finally launch Caramilk in the UK. After seeing the social media storm of Aussie fans\\u2019 reaction to our Caramilk bar we just knew we had to add this much-loved classic to our UK chocolate bar range.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch, Executive Creative Director at VCCP London \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cIt\\u2019s not every day you get to launch a chocolate bar as ace as Caramilk, so we were excited to welcome our Aussie cousin from down under to British shelves. And when you've got Aussies like Ravi from Melbourne saying he\\u2019d \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003egive up his Gran for one or Romelie from Perth saying she'd like a sofa made out of it, well we had to use their delicious advocacy.\\u0022\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Ask An Aussie\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign will run in the UK for two months from 23rd August across OOH, DOOH, Facebook, Instagram, Twitter, TikTok and YouTube. Media has been planned and executed by Carat.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"It\\u2019s not every day you get to launch a chocolate bar as ace as Caramilk.\",\"quotee\":\"Chris Birch, Executive Creative Director at VCCP London\",\"blockId\":\"ZimT2t\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZimT2t\"} \/-->","post_title":"Cadbury Caramilk 'Just Ask An Aussie'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-caramilk-just-ask-an-aussie","to_ping":"","pinged":"","post_modified":"2021-08-20 17:24:59","post_modified_gmt":"2021-08-20 16:24:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13923","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/14436","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=14436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}