{"id":16285,"date":"2023-03-15T09:09:34","date_gmt":"2023-03-15T09:09:34","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16285"},"modified":"2023-03-15T12:30:41","modified_gmt":"2023-03-15T12:30:41","slug":"the-big-win-win","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/the-big-win-win","title":{"rendered":"The Big Win-Win"},"content":{"rendered":"<div class=\"lazyblock-video-y9EPA 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:\/\/www.youtube.com\/embed\/QVV-zL2gh_s?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-1pI5JJ 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\">This year to support the humble local corner shop and the work they do for their communities, <\/span><b>Cadbury<\/b><span style=\"font-weight: 400\"> with the help of global agency of record, <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">, is launching a new integrated campaign, \u2018<\/span><b>The Big Win-Win<\/b><span style=\"font-weight: 400\">\u2019.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">In the form of a nationwide competition, the campaign aims to spread levity and generosity to chocolate lovers across the country, and most importantly, to reward the heroes that keep the UK going &#8211; local corner shops. Newsagents are there for people day and night, through thick and thin and also got the nation through the Covid-19 lockdown. With their latest campaign, Cadbury wants to recognise and champion them as a stalwart pillar of British society.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will bring the focus back to the core range of single Cadbury chocolate bars often picked up in local shops. As well as highlighting the generous mechanic of \u2018winning together\u2019 and amplifying shared human stories.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">With corner shops at the core, every creative angle has been covered to inspire shoppers and shopkeepers alike. Simple and bold packaging and supporting POS has been designed to be engaging and stand out on the shelf. The fist bump featured is a modern representation of the partnership between the people and their local shopkeepers. The typography mimics the informal communications that you have in local shops. It is made to feel human, while utilising Cadbury branding. Social and outdoor creatives are location sensitive, <\/span><span style=\"font-weight: 400\">meaning consumers are targeted with dynamic ads that call out nearby participating retailers. This makes the campaign feel personal and builds Cadbury\u2019s inherent role to inspire people to be more generous.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A 15\u201d film has also been created for Cadbury owned social media channels which features real shopkeepers and their establishments, interacting with customers over a day, making it feel truly local. The film introduces the \u2018Big Win-Win\u2019 campaign, letting people know how they can win money for themselves and their local retailer. <\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Victoria Grzymek, Senior Brand Manager at Cadbury says<\/b><span style=\"font-weight: 400\">: <\/span><i><span style=\"font-weight: 400\">\u201cCorner shops play a vital role in our communities and we want to show how much we support them and give people the chance to celebrate their local shopkeeper. They have been there for us over the last few years and deserve the recognition for getting us through tough times. Cadbury at its core is about enabling acts of generosity and bringing people together, and this campaign was based on the insight that winning together is better.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Cadbury worked with<\/span><b> VCCP\u2019s Retail Experience<\/b><span style=\"font-weight: 400\"> team, their product &amp; service innovation company, <\/span><b>Bernadette <\/b><span style=\"font-weight: 400\">and global content production studio, <\/span><b>Girl&amp;Bear <\/b><span style=\"font-weight: 400\">to create OOH, retail creative and social elements as well as a dedicated campaign website.\u00a0<\/span><\/p>\n<p><b>Angus Vine, Creative Director at VCCP added: <\/b><i><span style=\"font-weight: 400\">\u201cNot only are people getting the chance to give back but they will also enjoy some delicious chocolate. Cadbury wants to spread joy across the nation and we are happy to be part of this journey. Corner shops need our support and this campaign offers the opportunity to do just that.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">When buying a participating Cadbury singles chocolate bar* customers can head to the campaign website <\/span><a href=\"http:\/\/www.bigwinwin.cadbury.co.uk\"><span style=\"font-weight: 400\">bigwinwin.cadbury.co.u<\/span><span style=\"font-weight: 400\">k<\/span><\/a><span style=\"font-weight: 400\"> to enter. All they need to do is fill in their details, enter the barcode and batch code found on pack and press submit. They will then receive an email and will need to click on the link in the email to confirm their email address and find out if they have won a cash prize for them as well as cash for their local corner shop.** An entry is only made when an entrant has clicked on the link in their email to verify their email address.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run from today until 14th May across multiple channels including OOH, retail creative and across social channels Meta and Youtube, with the wrap up prize draw finishing on 15th August. It is being supported by a consumer PR campaign run by Ogilvy PR.<\/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-Z2boBEG 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  carousel--with-indicators  \" 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\/2023\/03\/high_Res_Still_Cropped.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/high_Res_Still_Cropped.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                              \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\/2023\/03\/Still_for_Press_01_Cropped.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Still_for_Press_01_Cropped.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                              \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\/2023\/03\/Still_for_Press_02.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Still_for_Press_02.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                    \r\n        <\/div>\r\n        \r\n                \r\n                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-1U7A1U 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        Cadbury wants to spread joy across the nation and we are happy to be part of this journey. Corner shops need our support and this campaign offers the opportunity to do just that \n        <cite>Angus Vine, Creative Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-16285","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"10225","capability_ids":["988","10107","10111","14075","10114"],"hero_video":"","hero_image":{"ID":16286,"id":16286,"title":"Big Win Win Website Header","filename":"Big-Win-Win-Website-Header.png","filesize":3944708,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header.png","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/the-big-win-win\/attachment\/big-win-win-website-header","alt":"","author":"61","description":"","caption":"","name":"big-win-win-website-header","status":"inherit","uploaded_to":16285,"date":"2023-03-09 14:52:01","modified":"2023-03-09 14:52:01","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\/03\/Big-Win-Win-Website-Header-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Cadbury heroes the iconic British staple - Local Corner shops","meta-description":"The Big Win-Win! Cadbury gives the nation the chance to win a cash prize not only for themselves but for their local shop through a nationwide competition","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/03\/Big-Win-Win-Website-Header-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16274,"post_author":"57","post_date":"2023-03-09 09:25:02","post_date_gmt":"2023-03-09 09:25:02","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"805936317\",\"blockId\":\"1GkQLG\",\"blockUniqueClass\":\"lazyblock-video-1GkQLG\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor the third year running \\u003c\/span\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e with the help of its global agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is flipping the Easter egg hunt ritual on its head by challenging the expected generosity in the season with something unexpected and more meaningful, in the latest integrated \\u003c\/span\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e \\u003cb\\u003eWorldwide Hide\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo help tap into the generous nature of the heritage brand and celebrate Easter, Cadbury is once again giving people a platform to hide digital purple eggs anywhere in the world via Google Street View. The hider can even choose to send a real egg straight to their loved ones homes once the egg has been found.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFollowing the success of the last two years which saw over a million eggs hidden, Cadbury is taking the campaign to the next level. This time by creating localised DOOH creative using anonymised hiding spot data from the \\u003c\/span\\u003e\\u003cb\\u003eWorldwide Hide\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e platform. The bespoke digital ads will appear in nine key cities up and down the country, including Bristol, London, Birmingham, Liverpool, Leeds, Cardiff Manchester, Nottingham and Glasgow. They will feature real hiding spots used on the platform, each from the city where the ads are displayed.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor digital and social creative Cadbury will use the anonymised hiding location data from the Worldwide Hide platform to create interest-based that will showcase eggs hidden in a range of spots relevant to interests. For instance, Birmingham Botanical Gardens for gardeners and garden lovers.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis new mechanic will reinforce the hiding ritual and aims to inspire more Brits to participate in the annual Easter Egg hide by showing that everybody\u2019s getting in on the action. Cadbury believes there's nothing that brings out the inherent generosity in people more than when they hide an Easter egg for a loved one at this time of year, as it shows that they care.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA 20\u201d film showing a giant purple egg placed in locations around the world including on the beach, in the forest and in a small village has also been created and will run on TV across the country. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIt features a voiceover that says \\u0022Wouldn't it be lovely if you could hide an easter egg anywhere in the world for someone you love?\u201d and \u201cIn a place that means something to just you and them.\u201d Before showing a woman a couch placing an egg in her chosen location and ends with \u201cSearch Cadbury Worldwide Hide\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLaura Gray, Senior Brand Manager for Cadbury Easter said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cAt Cadbury we love to inspire a little more generosity in the world and this Easter the return of the Cadbury Worldwide Hide continues doing just that. By asking people to hide an egg anywhere in the world for someone they love we hope to bring people together to share in a special Easter moment.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCaroline Rawlings, Creative Director at VCCP London added: \u201c\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs soon as you peep under the hood of Cadbury Worldwide hide you find the loveliest little things going on. Real people in every nook and cranny of the country are using the platform to hide easter eggs for each other in meaningful spots. But we hadn\u2019t really talked about them yet. So this work lets the public see a little bit of what we see. People in the very city in which they live, hiding Cadbury easter eggs for each other. Very Easter, very Cadbury, very sweet and hopefully very inspiring to anyone in the market for a little bit of Cadbury generosity this easter.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn addition to the data-driven work, \\u003c\/span\\u003e\\u003cb\\u003eCadbury \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehave worked with \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to do a bit of hiding of their own this Easter. These activations will see some pretty special egg hiding take place in the lead-up to Easter.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run from today until 9th April on TV, BVOD, Cinema, social, digital and DOOH. It will also run through GoodLoop, where donations will be made to the Trussell Trust every time a user watches the ad through. 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Very Easter, very Cadbury, very sweet and hopefully very inspiring to anyone in the market for a little bit of Cadbury generosity this easter\",\"quotee\":\"Caroline Rawlings, Creative Director at VCCP London\",\"blockId\":\"Z2iQK8U\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2iQK8U\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":16278,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-full\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/03\/Cadbury-WorldWide-Hide-Large-Format-Digital.jpeg\" alt=\"\" class=\"wp-image-16278\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"WorldWide Hide","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"worldwide-hide","to_ping":"","pinged":"","post_modified":"2023-03-09 09:25:02","post_modified_gmt":"2023-03-09 09:25:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16274","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. 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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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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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Creme Egg is no stranger to creating campaigns that have entertained the nation for decades. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you NOT eat yours\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is a spin on one of the most iconic advertising campaigns in recent decades; \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you eat yours\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich was first launched by Cadbury in the 1980s.\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis 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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLyndsey Homer, Brand Manager at Cadbury said: \\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\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\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe disruptive, integrated campaign launches with two 30\\u201d films, written by \\u003cstrong\\u003eVCCP Creatives\\u003c\\\/strong\\u003e; \\u003cstrong\\u003eSimon Connor\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eStephen Cross\\u003c\\\/strong\\u003e and directed by award-winning Director, \\u003cstrong\\u003eJeff Low\\u003c\\\/strong\\u003e. 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\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDon\\u2019t eat it!!\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 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\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018I want an egg, I want to eat an egg.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch, Executive Creative Director at VCCP London added:\\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\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's been fun flipping that campaign on its head. It'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\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor 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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you NOT eat yours\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill 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.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z1zEm0w\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1zEm0w\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Bath%22,%22caption%22:%22%22,%22id%22:14439,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14439%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Bath.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Bed%22,%22caption%22:%22%22,%22id%22:14440,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14440%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Bed.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2225796-Cadbury-Creme-Egg-Social-PS001_1920x1080-2%22,%22caption%22:%22%22,%22id%22:14441,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14441%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/25796-Cadbury-Creme-Egg-Social-PS001_1920x1080-2.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"dot-controls\":false,\"blockId\":\"10cLmV\",\"blockUniqueClass\":\"lazyblock-carousel-10cLmV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"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. \",\"quotee\":\"Chris Birch, Executive Creative Director at VCCP London \",\"blockId\":\"Z1Eapjm\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1Eapjm\"} \/-->","post_title":"Cadbury Creme Egg 'How do you NOT eat yours'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-creme-egg-how-do-you-not-eat-yours","to_ping":"","pinged":"","post_modified":"2022-01-27 09:26:24","post_modified_gmt":"2022-01-27 09:26:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14436","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/16285","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\/61"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=16285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}