Mondelēz International has announced a host of Easter NPD, along with the return of Cadbury Creme Egg’s ‘How Do You Not Eat Yours?’ campaign.
This Easter sees the arrival of Cadbury White Creme Egg (rrp 72p). Mondelez claims it is an incremental product, given that white chocolate is growing fast in the category and that Creme Egg is the number one Easter brand (Nielsen).
A new seasonal sharing bag is also hitting the scene. Previously launched as an exclusive to Tesco and One Stop stores, Cadbury Dairy Milk Orange Filled bags are now entering the wider market. Featuring mini milk chocolate eggs flavoured with real orange oil, packs have an rrp of £1.49.
Mondelez is also targeting the home baking occasion this Easter with a 1kg bag of Cadbury Mini Eggs (rrp £11.25).
To ensure Cadbury is front of mind this Easter, the Creme Egg ‘How do you not eat yours’ campaign is back for another year. Shoppers will be warned once again to keep an eye out for an extra special half-milk chocolate, half-white chocolate Cadbury Creme Egg. The treat can win them up to £10,000. But retailers should heed the warning as well - if a winning egg is found in their store, they’ll win too (Ts & Cs apply). More than twenty Amazon vouchers are up for grabs for lucky retailers, including a top prize of a £1,000 voucher.
The competition will put consumers and retailers across the nation to the ultimate Easter test, sparking the annual “How Do You Eat Yours” debate. With social, digital, and OOH activations, everyone will know that the goo is back and retailers can drum up egg-citement for its return with eye-catching POS.
Lyndsey Homer, brand manager for Cadbury Creme Egg, said: “We were absolutely blown away by the response to our ‘How Do You Not Eat Yours?’ campaign last year. Our fans rose to the challenge of resisting the temptation of these delicious half-and-half Creme Eggs to win their prizes. To those who couldn’t resist – don’t worry! We’re giving you a second chance around this coming Easter!”
When it comes to Cadbury Creme Eggs, the goo just simply cannot be stopped. They’ve been an icon of the season for over half a century, and they’re purchased four times more than the average Easter product (Nielsen). Nielsen Insights, Total Market excluding Discounters, MAT end 23.04.22 Kantar 52 w/e April 22
Mondelēz International claims to be the number one supplier at Easter time (Nielsen),Nielsen market excl. Discounters, till 11th April bringing retailers exciting campaigns, new launches and iconic shopper favourites too. To make the most of the season, the firm says retailers should split Easter into three phases: getting off to a fast start, building momentum, and then gearing up for a ‘gifting finish’ as the period reaches its finale.
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