Creme Egg EATertainment
Mondelez
Issue 57 | December 2020
Agency
ELVIS
Creative Team
Executive Creative Director: Neale Horrigan Creative Directors: James Hudson, Rob Griffiths Design Director: Chris Dorn Designer: Beth Stanbridge
Production Team
Creative Producer: Louis Mason Digital Producer: Danny Brooks Senior Motion Designer: Bene Tanser Motion Designer: Luis Viana Technical Director: Steve Thornton Senior Developer: Joel Mitchell
Other Credits
Strategy Director: Camilla Yates Managing Partner: Caroline Davison Account Director: Michelle Simons Account Manager: Sacha Bachir
Date
January 2020
Background
The brief was to create a brand-new, modern and creative equity campaign, with the product at the heart. The immersive, conversation-worthy experience of eating a Creme Egg was turned into entertainment. Rather than disrupting the programming that the audience was seeking out on demand, they became part of it, creating multiple pieces of content designed to elevate their diverse audience’s Creme Egg eating experience.
Idea
Creme Egg EATertainment: The world’s first streaming service for chocolate lovers. 3 cinematic short films and four mini-series comprising of 17 snackable episodes totalling 2.6 hours of content were created, all focusing on the uniquely delicious experience of eating a Cadbury Creme Egg. ‘EATertainment’ is a playful and cheeky take on the ever-increasing number of streaming platforms battling for consumer attention, all with huge media investment, from established players like Netflix and Amazon Prime Video through to new entrants such as Disney Plus and Apple TV Plus. Each story hosted on the streaming platform gets people to think about the delicious Creme Egg in an unexpected and fun way. Their Goovies are stories to sit back and immerse yourself in. ‘Armeggeddon’ imagines a world where supplies are running out, and Creme Eggs are even more coveted than they are today! ‘The Other Half’ is tear-jerking story of love in the later years. ‘The Last Delivery’ is an action-packed adventure to swipe the last of this season’s delicious gooey goodies. ‘Mindfulmess’ is a series of episodes featuring the Gooru: a spiritual eggsplorer of the highest order, here to bring you out of your shell and take you on a journey of epic discovery. What’s more, there were ASMR episodes, culinary adventure series ‘Girl vs Goo’, and even an ‘Eggs Rated’ section, designed to tantalise and seduce your senses. The video content was teased across social and digital channels, with trailers driving people to watch the full-length films on the streaming platform. The idea was to behave like an entertainment provider in every touchpoint, with ‘new releases’ of hero content fuelling engagement throughout the campaign.
Results
A total of 157.1m impressions across all social platforms, 684 hours of content watched on the EATertainment streaming service and we their view through rate more than doubled (vs forecast), but most importantly, penetration was increased by 3.3ppts, market share by 1.1pp and sales volume by a massive 6.5%.