Cadbury leans on nostalgia with return of ‘How do you eat yours?

The iconic question is back with a fresh campaign ahead of the key Easter sales period

Nicola Kemp

Editorial Director Creativebrief


With Easter Eggs landing on the shelves faster than some were able to take down their Christmas trees, chocolate egg season is upon us and brings with it an Easter marketing bonanza.

First out of the blocks comes the much-loved Cadbury Creme Egg, with a new campaign from VCCP London which brings back the iconic strapline: ‘How do you eat yours?’. A campaign that so successfully punctured popular culture that readers may well be surprised to hear the tagline has not been used for 20 years.

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 (obviously) and even those who like to spread them on toast (shudders).

Cadbury first brought consumer quirkiness to the forefront in the 1980s when they first asked the nation ‘How do you eat yours?’. The campaign offers consumers a heavy dose of comfort marketing, with audiences likely to be reassured and reminded of a much-loved campaign coming back to life.

The latest iteration takes inspiration from TikTok where creators playfully share their own serving suggestions for the iconic snack.

The 30-second TV spot introduces viewers to Heather who likes to eat a Creme Egg while maintaining eye contact. The voiceover points out that means ‘she’s kind of a big deal’ and that the way she eats her Creme Egg reveals a lot about her. She’s unashamedly bold and full of unusual quirks and habits - whether that’s ordering for the whole table in restaurants or inventing her own words to songs at karaoke. All of these personality traits and passions can be revealed simply by how Heather eats a Creme Egg.

VCCP’s global content creation studio Girl&Bear worked with award-winning directing duo Terri Timely and Park Pictures to bring the film to life. The voiceover was provided by Matt King, who is better known as Super Hans from Peep Show.

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 Bernadette, VCCP’s digital innovation company.

The campaign also features 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.

Josh Collier, Brand Manager at Mondelēz, explained: “This 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 – the eating experience”. As part of this we are bringing back “How do you eat yours” 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!”

Simon Connor, Creative Director at VCCP London, added: “How you eat a Creme Egg says a lot about you. What if, it could tell you EVERYTHING. Using “real” 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.”

The campaign will run throughout the UK and Ireland with digital out of home, TV audio, social, print and digital. Media planning and buying led by Publicis, owned-channel activity by Elvis and PR managed by Ogilvy.

Rather than serving up straightforward nostalgia, this campaign leans into the comfort of an iconic brand and well-worn question, with a side order of social relevance and science.

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FMCG Food Nostalgia