Mondelez has launched its 2017 campaign for Cadbury Creme Egg, investing £4m in the brand’s first new TV ad for four years – as it attempts to recoup 7.8% in value sales lost over the past year.
The ad, called It’s Creme Egg Hunting Season, joins excited ‘super-fans’ of the seasonal confectionery as they ride an array of vehicles, including a tractor and motorised hunting lodge, in pursuit of a Creme Egg-branded van. The chase is accompanied by the leitmotif from Ride of the Valkyries.
The 30-second clip, which made its small screen debut yesterday (4 January), will be among those broadcast by ITV during The Voice on Saturday from 8pm. It was inspired by insight that lovers of Creme Egg – worth £33.9m [IRI 52 w/e 5 November 2016] – have ‘a penchant for cheeky humour’, according to Mondelez.
The confectionery giant’s senior brand manager for Cadbury Easter, Hortense Foult-Rothenburger, added: “Every year, devotees tell us how excited they are that Cadbury Creme Eggs are back on shelves. We have incredible plans for 2017.”
The new campaign will be supported by social, experiential and PR activity, as part of a wider £10m investment for Cadbury across the Easter season.
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