January 2009
Saatchi & Saatchi London has created its first work for Cadbury Creme Egg since being appointed the account in July last year.
The agency was given the brief to launch the new Creme Egg season and have developed an integrated campaign which broke with a TV spot on 1 January.
The TV spot is called ‘Lesson’ and features a classroom full of playful, enthusiastic Cadbury Creme Eggs being taught Goo-ology by their principal Creme Egg.
The campaign is a continuation of ‘Here today, goo tomorrow’, which dramatises the eggs’ desire to release their goo, while they can, reminding consumers that the Creme Egg is only available for a limited season.
In addition to the TVC the creative work will also hit digital mega sites such as Piccadilly, escalator panels, press, poster and T sides.
From late January the outdoor activity will also include an interactive game to be placed at bus stops across the UK, which will encourage people to release the goo themselves.
All media has been planned and bought by PHD.
Richard Huntington, director of strategy, Saatchi & Saatchi, said: “The Creme Egg season opens on the first of January so it’s time to remind everyone to ‘unleash the goo”. It’s a lovely brief, great work and will give Cadbury a kick-start for the 2009 season.”
Phil Rumbol, Cadbury, said: “Creme Egg is one of our most iconic and popular brands. Our consumers get really excited about Creme Egg season and we believe this campaign will build on that excitement”.
Creme Eggs are the best selling confectionery item between January and Easter, with annual sales in excess of over 135 million eggs and a brand value of approximately £50 million.
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