page_title: Cadbury Creme Egg
section_title: Advertising
hierarchical_section_title: Cadbury Creme Egg / Advertising
caption_attribution_description: English: Image of the Cadbury Crème de la Creme Egg pop-up Café in Soho, London
context_page_description: A Cadbury Creme Egg is a chocolate-like confection produced in the shape of an egg, originating from the British chocolatier Cadbury. The product consists of a thick chocolate-like shell containing an enzymatically-derived sweet white and yellow filling that resembles fondant. The filling mimics the albumen and yolk of a soft boiled egg from a fowl such as a chicken or goose. The Creme Egg is the best selling confectionery item between New Year's Day and Easter in the UK, with annual sales in excess of 200 million and a brand value of approximately £55 million. However, in 2016 sales plummeted after the controversial decision to change the recipe from the original Dairy Milk chocolate to a cheaper substitute, with reports of a loss of more than £6m in sales.
  Creme Eggs are produced by Cadbury in the UK, by The Hershey Company in the United States, and by Cadbury Adams in Canada. They are sold by Mondelēz International in all markets except the US, where The Hershey Company has the local marketing rights. At the Bournville factory in Birmingham, in the UK, they are manufactured at a rate of 1.5 million per day.
context_section_description: The Creme Egg has been marketed in the UK and Ireland with the question "How do you eat yours?" and in New Zealand with the slogan "Don't get caught with egg on your face". Australia and New Zealand have also used a variation of the UK question, using the slogan "How do you do it?"
  Over the years, there have been several major Cadbury's Creme Egg campaigns.
  c 1970s: "Shopkeeper" campaign in which a boy asks for 6000 Cadbury Creme Eggs.
  "Irresistibly" campaign showing characters prepared to do something unusual for a Creme Egg, similar to the "What would you do for a Klondike bar?" campaign .
  Early 80's: "Can't Resist Them." 
  1985: The "How Do You Eat Yours?" campaign begins. 
  Mid 80's-Present: "Nobunny Knows Easter Better than Cadbury" 
  1985–1996: "Don't get caught with egg on your face" 
  1990–1993: The first television campaign to use the "How Do You Eat Yours?" theme, featuring the zodiac signs. 
  1994–1996: Spitting Image characters continued "How Do You Eat Yours?" 
  1997–1999: Matt Lucas, with the catchphrase "I've seen the future, and it's egg shaped!"
  2000–2003: The "Pointing Finger" 
  2004: The "Roadshow" finger 
  2005: "Licky, Sticky, Happy" 
  2006–2007: "Eat It Your Way" 
  2008–2009: "Here Today, Goo Tomorrow" 
  2008–2009: "Unleash the Goo"  
  2009: "Release the Goo" 
  2010: "You'll Miss Me When I'm Gone" 
  2011: "Goo Dares Wins" 
  2011:  "Get Your Goo On!" 
  2012: "Gooing For Gold" 
  2012: "It's Goo Time" 
  2013–2016: "Have a fling with a Creme Egg" 
  2017–2019: "It's Hunting Season" 
  2020–Present: "Creme Egg Eatertainment" 
  In North America, Creme Eggs are advertised on television with a small white rabbit called the Cadbury Bunny (alluding to the Easter Bunny) which clucks like a chicken. Ads for caramel eggs use a larger gold-coloured rabbit which also clucks, and chocolate eggs use a large brown rabbit which clucks in a deep voice.  The advertisements use the slogan "Nobunny knows Easter better than him", spoken by TV personality Mason Adams. The adverts have continued to air nearly unchanged into the high definition era, though currently the ad image is slightly zoomed to fill the screen. The majority of rabbits used in the Cadbury commercials are Flemish Giants.
  In the UK, around the year 2000, selected stores were provided standalone paperboard cutouts of something resembling a "love tester". The shopper would press a button in the centre and a "spinner" (a series of LED lights) would select at random a way of eating the Creme Egg, e.g. "with chips". These were withdrawn within a year. There are also the "Creme Egg Cars" which are, as the name suggest, ovular vehicles painted to look like Creme Eggs. They are driven to various places to advertise the eggs but are based mainly at the Cadbury factory in Bournville. Five "Creme Egg Cars" were built from Bedford Rascal chassis. The headlights are taken from a Citroën 2CV.
  For the 2009 season, advertising in the UK, Ireland, Australia, New Zealand and Canada consisted of stopmotion adverts in the "Here Today, Goo Tomorrow" campaign which comprised a Creme Egg stripping itself of its wrapper and then breaking its own shell, usually with household appliances and equipment, while making various 'goo' sounds, and a 'relieved' noise when finally able to break its shell. The Cadbury's Creme Egg website featured games where the player had to prevent the egg from finding a way to release its goo.
  A similar advertising campaign in 2010 featured animated Creme Eggs destroying themselves in large numbers, such as gathering together at a cinema before bombarding into each other to release all of the eggs' goo, and another which featured eggs being destroyed by mouse traps.
caption: Crème de la Creme Egg Café in Soho, London
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