{"id":17807,"date":"2024-02-15T14:50:27","date_gmt":"2024-02-15T14:50:27","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17807"},"modified":"2024-02-15T14:50:27","modified_gmt":"2024-02-15T14:50:27","slug":"how-do-you-eat-yours","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/how-do-you-eat-yours","title":{"rendered":"How do you eat yours?"},"content":{"rendered":"<div class=\"lazyblock-video-1CThWi 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\/913254277?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-Z1dLjTC 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><b>Cadbury <\/b><span style=\"font-weight: 400\">and its global agency of record <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP London<\/b><\/a><span style=\"font-weight: 400\"> has today launched its latest film for Creme Egg as part of a fully integrated campaign which brings back the classic \u2018How do you eat yours?\u2019 tagline for the first time in 20 years.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign builds on the original message that everyone has their own way of eating a Creme Egg, saluting those who eat them whole, use a teaspoon and even those who like to spread them on toast. Cadbury first celebrated this in the 1980s when they asked the nation \u2018How do you eat yours?\u2019 and is at the heart of this new campaign which takes inspiration from UGC on TikTok where people are more than happy to share their own serving suggestions for the iconic snack.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This new brand platform updates the heritage line for a new generation to draw conclusions about how people eat their Creme Eggs. Suggesting that this tells us everything you need to know about a person; from their little quirks (always pressing buttons just to see what they do), all the way to their ideal profession and favourite Spotify playlist (Himalayan throat singing anyone?)\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The 30\u201d spot \u2018Big Deal\u2019 focuses on Heather who likes to eat a Creme Egg while maintaining eye contact. The voiceover points out that means she\u2019s kind of a big deal and that the way she eats her Creme Egg reveals a lot about her. She\u2019s unashamedly bold and full of unusual quirks and habits &#8211; whether that\u2019s ordering for the whole table in restaurants or inventing her own words to songs at karaoke. All of these personality traits and passions are revealed simply by how Heather eats a Creme Egg<\/span><span style=\"font-weight: 400\">.<\/span><\/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\">VCCP\u2019s global content creation studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> worked with award-winning directing duo Terri Timely and Park Pictures to bring the film to life. The voiceover was provided by Matt King &#8211; better known as Super Hans from Peep Show &#8211; who brings a brilliant sense of offbeat comedy to the video and radio assets, that matches Cadbury\u2019s most irreverent brand perfectly<\/span><\/p>\n<p><span style=\"font-weight: 400\">With a digital-first strategy, the fully integrated campaign encourages the public to take an online personality test to discover what their creme egg eating technique reveals about them with the interactive website and strategy created by <\/span><b>Bernadette<\/b><span style=\"font-weight: 400\">, VCCP\u2019s digital innovation company.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This campaign also features bold fly-poster style ads in outdoor and social which bring to life different Creme Egg eating styles and the weirdly relatable personality traits that go with them directing people to the full online test experience at <\/span><a href=\"http:\/\/cremeeggtest.cadbury.co.uk\"><span style=\"font-weight: 400\">cremeeggtest.cadbury.co.uk<\/span><\/a><\/p>\n<p><b>Josh Collier, Brand Manager at Mondel\u0113z,<\/b><span style=\"font-weight: 400\"> said: \u201cThis year we have really focused on driving the equity of the brand and returning to the thing that makes Creme Eggs so unique and great \u2013 the eating experience\u201d. As part of this we are bringing back \u201cHow do you eat yours\u201d as an iconic line that still resonates today with consumers but in a fresh and interactive way. We have really enjoyed tapping into the irreverent humour that Creme Egg is so well-known for; learning a lot about ourselves along the way!\u201d<\/span><\/p>\n<p><b>Simon Connor, Creative Director at VCCP London,<\/b><span style=\"font-weight: 400\"> added: \u201cHow you eat a Creme Egg says a lot about you. What if, it could tell you EVERYTHING. Using \u201creal\u201d science, we can now extrapolate your entire personality from How You Eat Yours. We can tell you what music you should listen to, where you should go on holiday and even who you should date. Take the test. Find out what your Creme Egg will tell you about you\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run throughout the UK and ROI across AV, D\/OOH, audio, social, print and digital with media planning and buying led by Publicis, owned-channel activity by Elvis and PR managed by Ogilvy.<\/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-quote-full-width-Z28Gf4I 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        How you eat a Creme Egg says a lot about you. What if, it could tell you EVERYTHING.  \n        <cite>Simon Connor, Creative Director at VCCP London<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-video-1wXPTq 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\/913291531?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-image-full-width-Z4SCDT wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/96s-1.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-17807","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10225","hero_video":"","hero_image":{"ID":17808,"id":17808,"title":"AV still 1 (hero)","filename":"AV-still-1-hero.png","filesize":3079425,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero.png","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/how-do-you-eat-yours\/attachment\/av-still-1-hero","alt":"","author":"64","description":"","caption":"","name":"av-still-1-hero","status":"inherit","uploaded_to":17807,"date":"2024-02-15 12:16:37","modified":"2024-02-15 12:16:37","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\/2024\/02\/AV-still-1-hero-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/02\/AV-still-1-hero-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"How do you eat yours?","meta-description":"Cadbury breathes new life into iconic Creme Egg tagline in integrated campaign from VCCP","social-media-image":false,"related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17733,"post_author":"64","post_date":"2024-01-08 12:09:32","post_date_gmt":"2024-01-08 12:09:32","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"900142228\",\"blockId\":\"ZzTFiu\",\"blockUniqueClass\":\"lazyblock-video-ZzTFiu\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand its global agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today launched a fully integrated campaign celebrating Cadbury\u2019s 200th anniversary and its long-standing relationship with the British public.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSince being founded in Birmingham on 4th March 1824, Cadbury has grown to become part of the fabric of the nation, present in the lives of British people in moments big and small. The new campaign \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eYours for 200 Years\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was developed to celebrate being part of British life for generations, rather than to just mark a milestone.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eYours for 200 Years\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e focuses on the sense of belonging to the nation through both the shared value of generosity, upon which Cadbury was founded, and in products which have become part of British life and culture. Cadbury has long spoken to the generous spirit in all of us. For Cadbury\u2019s anniversary year, the campaign film \u2018Birthday\u2019 revives the much-loved \u2018Mum\u2019s Birthday\u2019 TVC to demonstrate that there has always been \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA Glass and a Half in Everyone\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 60\u201d film takes viewers through 200 years of British life, beginning in 1824 and travelling through time as the story of a little girl buying her mum a bar of Cadbury Dairy Milk for her birthday is retold. The setting changes subtly around the girl and shopkeeper as time advances, technology and fashions change but, powerfully, the story remains the same.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s global content creation studio Girl\\u0026amp;Bear worked with award-winning director Frederic Planchon, who directed the original \u2018Mum\u2019s Birthday\u2019 TVC, and Academy Films. Most of the original cast were reunited for the new film, with body doubles and post-production techniques used to recreate the scene between the shopkeeper and the girl (who is now five years older than when the first ad was released), post production was managed by Selected Works. The end result is an emotional reboot of a classic advert which celebrates small, shared moments of generosity.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo acknowledge that Cadbury\u2019s enduring success is due to the nation\u2019s continued support and love, the British public are the heroes of \u2018Your Cadbury Photos\u2019 across OOH and social. A competition selected pictures submitted from old family albums where people were seen enjoying Cadbury products, from Easter egg hunts, Christmas, and the Flake 99 ice cream on summer holidays.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThese images feature across billboards and campaign assets to celebrate the role Cadbury has held in British people\u2019s lives and memories. Media planning and execution for the campaign is handled by Publicis Media.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFurther boosting the nostalgia generated by the campaign, a limited-edition range of seven Cadbury Dairy Milk bars is being released featuring classic designs, crafted in collaboration with Bulletproof (Cadbury\u2019s branding agency). First introduced in 1905, Cadbury Dairy Milk is a favourite amongst the public who recognise its iconic packaging designs from their past. Cadbury are also working in partnership with Alzheimer\u2019s Research UK and the Alzheimer's Society of Ireland, acknowledging the link between nostalgic packaging designs and memory.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA range of bespoke nostalgic OOH ads has also been designed by illustrators to celebrate Cadbury Dairy Milk\u2019s famous branding and iconic design evoking the artwork of bygone campaigns. Each execution is illustrated in the style of a different era and packaging, creating a beautiful suite of retro posters.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eElise Burditt, Senior Marketing Director at Cadbury,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cThis is a very special moment for us. It\u2019s not every day that you have the opportunity to celebrate a 200th anniversary! But for us this is so much more than that - it\u2019s celebrating 200 years of being part of the lives of the British public and recognising that we wouldn\u2019t be here today without them. 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That only happens when you have the relationship with the British public that Cadbury has. \",\"quotee\":\"Chris Birch and Jonny Parker, Executive Creative Directors at VCCP London\",\"blockId\":\"20REfL\",\"blockUniqueClass\":\"lazyblock-quote-full-width-20REfL\"} \/-->","post_title":"Yours for 200 Years","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"yours-for-200-years","to_ping":"","pinged":"","post_modified":"2024-08-12 11:17:54","post_modified_gmt":"2024-08-12 10:17:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17733","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17642,"post_author":"64","post_date":"2023-11-20 12:14:04","post_date_gmt":"2023-11-20 12:14:04","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"886408912\",\"blockId\":\"Z2uQwEO\",\"blockUniqueClass\":\"lazyblock-video-Z2uQwEO\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand its global agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today launched a new campaign to announce the return of Cadbury Dairy Milk Coins for this Christmas.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAfter almost a decade away from UK shelves, this Christmas Cadbury brought back their iconic Dairy Milk Chocolate Coins and are celebrating their return with a fully integrated campaign which is a no holds barred celebration of getting over excited about Christmas.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo kick off the campaign, Cadbury \\u0026amp; VCCP London unveiled a special build billboard in Leeds, created by brand experience agency Energy, which features a poster that Cadbury just couldn't stop adding decorations to. Premature Christmas excitement spills out of the poster as baubles and fairy lights take over the whole building.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Dairy Milk Coins also tracked down three homes where the occupants just can\u2019t wait to decorate for Christmas and who always go overboard. Cadbury helped them to make their homes extra Christmassy with special Cadbury Coins lights and captured the results for social media, with filming taking place in October way ahead of time!\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis is complemented by an innovative triptych of OOH ads which sees tinsel, glitter and Christmas decorations bursting out from the Cadbury Coins ad and spilling over into neighbouring, much more seasonally appropriate ads. Social assets follow a similar theme with unapologetically unconstrained Christmas excitement bursting out from Cadbury Dairy Milk Coin ads.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eCaroline Rawlings, Creative Director at VCCP London,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \u201cYou all know the ones, the people who just. Can't. Wait. For Christmas. Who are bursting with tinsel and jingle bells before we've even finished trick or treating. Well this year that was Cadbury. Bless 'em. But you can't blame them, Coins have been off shelves for ten years, can you believe it? Their return is a bigger deal than the nose on that reindeer fella. Coins are icons of Christmas. So sure, the leaves have barely left the trees, but Coins are back, bring on Christmas and all the tinsel, baubles and fairylights you can possibly carry. This was just a delight of a campaign to work on with a team of excellent people who made having meetings about how much tinsel was too much tinsel in August actually beyond palatable\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run across D\/OOH, social, print and digital until 17th December and will be supported by owned channel activity by Elvis. Publicis Media is responsible for media planning and execution.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1OO6Pv\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1OO6Pv\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Cadbury Coins had been missing from UK shelves for almost a decade, so we wanted to make a lot of noise to celebrate their return. Coins coming back meant our Christmas spirit was revitalised and we've unapologetically gone all out with our decor to shout about their return, spreading our contagious festive cheer. Bring on Cadbury coins and bring on Christmas\",\"quotee\":\"Emma Jayne Paxton, Senior Brand Manager for Cadbury Christmas and Halloween at Mondel\u0113z International\",\"blockId\":\"740sv\",\"blockUniqueClass\":\"lazyblock-quote-full-width-740sv\"} \/-->","post_title":"Cadbury &amp; VCCP celebrate the return of Cadbury Coins in new Christmas campaign","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-vccp-celebrate-the-return-of-cadbury-coins-in-new-christmas-campaign","to_ping":"","pinged":"","post_modified":"2023-11-20 12:14:04","post_modified_gmt":"2023-11-20 12:14:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17642","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":false}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/17807","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\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=17807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}