{"id":15833,"date":"2023-01-16T08:56:08","date_gmt":"2023-01-16T08:56:08","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15833"},"modified":"2023-01-16T09:47:58","modified_gmt":"2023-01-16T09:47:58","slug":"how-do-you-not-eat-yours","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/how-do-you-not-eat-yours","title":{"rendered":"How do you NOT eat yours"},"content":{"rendered":"<div class=\"lazyblock-video-Z156r4k 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\/788270916?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-1qQcUN 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>Today, Easter\u2019s most loved brand <strong>Cadbury Creme Egg<\/strong> and global agency of record<strong> VCCP<\/strong> has launched the latest iteration of its highly successful \u201cHow do you NOT eat yours\u201d integrated campaign, challenging the nation\u2019s ability to resist eating their delicious winning eggs.<\/p>\n<p>This year the heritage brand has released another bunch 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 \u201cunlucky\u201d UK winners can win between \u00a350 and up to \u00a310,000.<\/p>\n<p>Cadbury worked with VCCP, their product &amp; service innovation company, <strong>Bernadette<\/strong> and global content production studio <strong>Girl&amp;Bear<\/strong> to bring the campaign to life and it launches just in time to help with the January Blues.<\/p>\n<p>Last year Cadbury warned the nation not to eat the winning <strong>Cadbury Creme Eggs, <\/strong>but some people still couldn\u2019t resist the urge. That is why this year, it is taking things 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. Using live winner data from activation agency, Promoveritas, targeted reactive warnings on radio, digital out of home, and in retail will inform people exactly where winning eggs have been found in their area &#8211; so they can avoid those \u201cunlucky\u201d stores.<\/p>\n<p>Cadbury worked with award-winning director Jeff Lowe for the second year running to create more great comic performances from the \u201cunlucky winners\u201d who can\u2019t eat their winning eggs. This includes two films: \u2018Office\u2019, 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 \u201cThat\u2019s one of those winning eggs you can\u2019t\u2026\u201d She responds \u201cNot now Jean\u201d. They are still in silence before Jean walks away saying \u201cYou can\u2019t eat it\u201d. It ends with the tagline \u201cHow do you NOT eat yours?\u201d.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The other campaign film, \u2018Truck\u2019, shows a man sitting in his truck who is on the phone. He says \u201cIt\u2019s a half and half, that&#8217;s the winning egg I can\u2019t eat right?\u201d the person on the phone responds, \u201cYeah you can\u2019t eat that\u201d in a monotone voice. He then presses his horn in frustration before the film ends with the tagline.<\/p>\n<p>The two new films will also run alongside last year\u2019s successful films \u2018Bed\u2019 and \u2018Bath\u2019, 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.<\/p>\n<p><strong>Lyndsey Homer, Brand Manager at Cadbury said: <em>\u201c<\/em><\/strong><em>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.\u201d<\/em><\/p>\n<p><strong>Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London added: <\/strong><em>\u201cLast year this campaign outraged Creme Egg fans across the country and we\u2019re excited to bring it back. We\u2019re tracking every winner as they\u2019re found, so you\u2019ll even be warned if one\u2019s been found in your local corner shop in Kidderminster. Surely no-one else will accidentally eat one this year\u2026\u201d<\/em><\/p>\n<p>The campaign will run from the 16th January until 9th April 2023 on Cadbury\u2019s social media channels Instagram and Facebook alongside executions on YouTube, Radio, Digital Out Out of Home and Retail.<\/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-video-1eOSdz 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\/788283972?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-quote-full-width-Zljwde 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\u2019re tracking every winner as they\u2019re found, so you\u2019ll even be warned if one\u2019s been found in your local corner shop in Kidderminster. Surely no-one else will accidentally eat one this year\u2026 \n        <cite>Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"458\" src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/01\/Cadbury-Creme-Egg-How-do-you-NOT-to-eat-yours-Truck-1024x458.png\" alt=\"\" class=\"wp-image-15852\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Cadbury-Creme-Egg-How-do-you-NOT-to-eat-yours-Truck-1024x458.png 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Cadbury-Creme-Egg-How-do-you-NOT-to-eat-yours-Truck-300x134.png 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Cadbury-Creme-Egg-How-do-you-NOT-to-eat-yours-Truck-768x344.png 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Cadbury-Creme-Egg-How-do-you-NOT-to-eat-yours-Truck-1536x687.png 1536w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Cadbury-Creme-Egg-How-do-you-NOT-to-eat-yours-Truck.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-15833","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"10225","capability_ids":["988","10107","10111","14075"],"hero_video":"","hero_image":{"ID":15849,"id":15849,"title":"Creme Egg 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14:32:09","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\/2023\/01\/Creme-Egg-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Cadbury Creme Egg warns the nation to resist its delicious eggs in \u201cHow do you NOT eat yours\u201d campaign","meta-description":"Today, Easter\u2019s most loved brand Cadbury Creme Egg and global agency of record VCCP has launched the latest iteration of its highly successful \u201cHow do you NOT eat yours\u201d integrated campaign","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/Creme-Egg-1-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15660,"post_author":"61","post_date":"2022-11-16 09:07:56","post_date_gmt":"2022-11-16 09:07:56","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"771244258\",\"blockId\":\"1MvuQM\",\"blockUniqueClass\":\"lazyblock-video-1MvuQM\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eLooking ahead to the winter of football about to kick off, the well-loved dairy brand, M\u00fcller, today launches \\u003cstrong\\u003e\u2018Full On\u2019\\u003c\/strong\\u003e, the brand\u2019s first M\u00fcller Rice advertising campaign in five years. Inspired by the iconic 90\u2019s song by Vanilla Ice, M\u00fcller Rice has teamed up with footballer, Declan Rice, and together will be re-working the anthem and raising awareness for the nation\u2019s much-loved rice pudding and repositioning it as the perfect on the go snack for busy young men and women looking to get the most out of their days.\\u003c\/p\\u003e\\n\\u003cp\\u003eTo bring their brand promise to life, M\u00fcller has engaged one of the highest profile sportsmen, \\u003cstrong\\u003eDeclan Rice\\u003c\/strong\\u003e, as its brand ambassador. Declan is renowned as a playful, energetic and spirited part of every team he plays for, so who better to represent M\u00fcller Rice as the tasty snack that packs a punch?\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will roll out across multiple formats including DOOH, radio and social media platforms: Instagram, Facebook, Twitter and TikTok for a period of five weeks. At the heart of the campaign, sits the newly adapted \u2018Rice, Rice Baby\u2019 track starring Declan Rice. The Radio execution builds on current day football fan culture, and opens with Declan interrupting the original \u2018Ice, Ice Baby\u2019 track with his own \u2018Rice, Rice Baby\u2019 version, as he soon rallies a chorus of fans who join him. Similarly, the OOH execution features Declan singing into a large megaphone against a backdrop of bold text reading \u2018Rice, Rice Baby\u2019.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs part of the campaign, M\u00fcller has partnered with LADBible and dedicated social content will roll out across LADbible channels, whilst M\u00fcller and VCCP channels will also feature behind the scenes work.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cstrong\\u003eJustin Cook, Chief Executive Officer of M\u00fcller Yogurt \\u0026amp; Desserts\\u003c\/strong\\u003e, said: \\u003cem\\u003e\u201cWe are delighted to partner with Declan Rice on this new campaign, the first for the Rice brand in a number of years. There is a huge opportunity for growth with M\u00fcller Rice and we want to evolve the brand and show consumers that it is a delicious, low-fat snack when you\u2019re hungry. By working with Declan, we hope to engage with new audiences and bring the enjoyment of M\u00fcller Rice to those looking for a quick, tasty on-the-go snack. \\u003c\/em\\u003e\\u003cem\\u003e\u00a0\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003e\u201cThis fun and energetic campaign with Declan is the perfect way to kick off the exciting plans we have in place for the brand, and we can\u2019t wait to see the results.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eCliff Hall, Chief Executive Officer, VCCP Blue \\u003c\/strong\\u003eadded: \\u003cem\\u003e\\u0022We are really pleased to create this new campaign for M\u00fcller Rice, with a fantastic partnership with one of the country's best footballers, West Ham and England's Declan Rice, it shines a light on the role of the brand to provide uplifting moments whilst fuelling the nation\\u0022\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eM\u00fcller worked with UK agencies of record \\u003cstrong\\u003eVCCP London \\u003c\/strong\\u003eand \\u003cstrong\\u003eMediaCom UK\\u003c\/strong\\u003e to partner with \\u003cstrong\\u003eLadBible \\u003c\/strong\\u003eto bring \\u003cem\\u003eFull On \\u003c\/em\\u003eto life.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003eM\u00fcller Rice: Full On \\u003c\/em\\u003eis live from today and will run until 18th December across OOH, Radio, Instagram, Facebook, Twitter and TikTok. Media has been planned and executed by MediaCom UK.\\u003c\/p\\u003e\",\"blockId\":\"14ACz1\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-14ACz1\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We are really pleased to create this new campaign for M\u00fcller Rice, with a fantastic partnership with one of the country's best footballers, West Ham and England's Declan Rice, it shines a light on the role of the brand to provide uplifting moments whilst fuelling the nation\",\"quotee\":\"Cliff Hall, Chief Executive Officer, VCCP Blue\",\"blockId\":\"Z1YyhMS\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1YyhMS\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"771247223\",\"blockId\":\"sqIml\",\"blockUniqueClass\":\"lazyblock-video-sqIml\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15670,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/11\/Muller-Rice_-Declan-Rice-Megaphone-4-576x1024.jpg\" alt=\"\" class=\"wp-image-15670\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"Full On","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"full-on","to_ping":"","pinged":"","post_modified":"2022-11-16 09:42:21","post_modified_gmt":"2022-11-16 09:42:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15660","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15821,"post_author":"61","post_date":"2023-01-09 09:12:41","post_date_gmt":"2023-01-09 09:12:41","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"786541904\",\"blockId\":\"ZpNc7f\",\"blockUniqueClass\":\"lazyblock-video-ZpNc7f\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eTo showcase how little moments can make another person feel special \\u003cstrong\\u003eCadbury Dairy Milk \\u003c\/strong\\u003eand global agency of record \\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e, have today launched its latest storytelling campaign \u2018Garage'.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe new campaign exemplifies Cadbury\u2019s mission to show how generosity brings us closer - or as Cadbury says, \\u003cem\\u003e\u2018There\u2019s a glass half in everyone\u2019\\u003c\/em\\u003e. This can be seen through the \u2018Generosity\u2019 \\u003cstrong\\u003eCadbury Dairy Milk \\u003c\/strong\\u003ebrand platform, which is entering its fourth year, showing familiar places and relationships in the noise of everyday life and the little moments that can make someone\u2019s day.\\u003c\/p\\u003e\\n\\u003cp\\u003eFollowing the award-winning films - \\u003cem\\u003eMum\u2019s Birthday, Fence and Bus \\u003c\/em\\u003e- \u2018Garage\u2019 builds on the powerful storytelling formula that finds a simple way to get the message across while keeping it fresh.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eDirected by acclaimed director Steve Rogers, \u2018Garage\u2019 tells the story of a young woman working late at night in a petrol station. We see a customer pay for petrol plus a Cadbury Dairy Milk bar that he \u2018accidentally\u2019 leaves behind. When the girl reminds him that he has left it behind he smiles and walks away. We then hear an affectionate \\u0022love you Dad\\u0022 over the PA across the petrol station, revealing their relationship to each other before he smiles at her and gets into his car. She smiles and her face lights up, showing how much it means to her. It's a small gesture from her father, but we see from her warm smile that it's made her night - we see the power of the \\u003cem\\u003eglass \\u0026amp; a half in everyone\\u003c\/em\\u003e. This links back to the brand's famous recipe, which states that every half a pound of chocolate has a half a glass of milk, as well as how there is generosity in everyone and how this can be shown in small moments.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe film depicts a relatable story that shows that as a parent, you never stop caring for your children, no matter how grownup they get. It's a simple yet emotive film and allows people to explore a relationship that shows generosity is as strong in adults as it is in children.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eGemma Flanigan, UK\\u0026amp;I Associate Marketing Director at Cadbury said: \\u003c\/strong\\u003e\\u003cem\\u003e\u201cIn this latest film we have introduced lighter moments, while still retaining the authenticity from our other stories that have shown how powerful moments of generosity can be. This fits in with the campaigns we have done for the last five years that showed different types of generous givers and how small gestures can make a difference.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eJonny Parker and Chris Birch, Executive Creative Directors at VCCP London added: \\u003c\/strong\\u003e\\u003cem\\u003e\u201cWe\u2019ve always said generosity is out there in the world, it just doesn't shout as loudly as the negative stuff. Garage is another one of those quiet small cadbury films that hopefully makes people feel something big.\u201d \\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe hero 60\u201d film will run until 22nd January. 30\u201d and 20\u201d cut downs will also run across TV, cinema, BVOD and Youtube until 5th February. 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We\u2019ve always said generosity is out there in the world, it just doesn't shout as loudly as the negative stuff. 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The through the line campaign puts a spotlight on the real noise that happens when we gather around the table for an Old El Paso\u2122 Meal, when coming together means a little chaos and a lot of good noise. This noise is all made up from hundreds of individual sounds, each one a connection. From the sizzling and crunches to the chatter \\u0026amp; clatter of plates, even the smallest sounds can be heard, making up these \u2018Sounds of Connection\u2019. The campaign looks to buck category trends of picture perfect family life, placing focus on the reality of enjoying Old El Paso\u2122 where hands-on is the only option to enjoy this flavourful meal.\\u003c\/p\\u003e\\n\\u003cp\\u003e\u2018Sound of Connection\u2019 is the first campaign since General Mills appointed VCCP as the Old El Paso\u2122 international agency of record. The campaign will run internationally across the UK, Ireland, Australia, New Zealand, France, Spain, Portugal, Switzerland and Norway. The activity will be amplified by six-figure media investment and is planned to reach over 90% of the target audience.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt the heart of the campaign is a 30\u201d film directed by the award-winning and BAFTA nominee Sasha Rainbow. This is accompanied by a variety of through the line assets, including Social, YouTube, DOOH, Digital Display and Shopper Display, making the campaign unmissable in market.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cstrong\\u003eBerengere Dupui, International Business Unit Director at Old El Paso\u2122, said\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cAt a time where there are many distractions in daily life, we believe sharing a meal is one of the best ways to truly connect with those you love. An Old El Paso\u2122 meal is uniquely placed to facilitate this and we hope \u2018Sound of Connection\u2019 will encourage more consumers to turn their next Friday into Fajita Friday, helping us meet our ambition of becoming a family ritual.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eRoss Neil, Deputy Executive Creative Director at VCCP, added\\u003c\/strong\\u003e: \\u003cem\\u003e\u201cWe are excited to be working with award winning director Sasha Rainbow as she really helped convey the aim of the film, due to her unique style and vision. Through the power of storytelling she has been able to highlight how noise can have an impact on how you discover enjoyment and encourages people to be loud and proud when dining. It\u2019s all about the connection between food and sound that drives full volume flavour. 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