LONDON, UNITED KINGDOM — Just in time for Valentine’s Day, Cadbury Creme Egg is turning up the romance with a sweet musical twist. Partnering with VCCP, the iconic confectionery brand has unveiled a one-of-a-kind album filled with gooey love songs, each designed to help fans find their perfect match—based on how they eat their Creme Egg.
Building on last year’s playful How Do You Eat Yours? platform, this campaign takes the insight to the next level, proving that your Creme Egg habits say everything about you. Crafted with award-winning audio house SIREN, the album features 10 love songs spanning a variety of romantic genres. Whether you swoon to the smooth R&B vibes of My Gooey Boo, two-step to the country ballad Tame This Wild Egg, or belt out the power ballad The Shell to My Goo, there’s a track to match every type of Creme Egg eater.
Joshua Collier, Cadbury Creme Egg Brand Manager said: “Creme Egg is all about bringing a bit of fun to the start of the year to ask the age old question of ‘How Do You Eat Yours?’. This update to our core campaign allows us to celebrate this calendar moment in a unique, memorable and Extremely Creme Egg way. Plus, what could be better than a goo-filled vinyl to show how sweet love can really be? Valentine’s Day has never been so gooey…”
Simon Connor, Creative Director, VCCP added: “Last year over 100,000 took the Creme Egg Personality Test (I know) to find out what How You Eat Yours told them about themselves. This year, Creme Egg is back to help people find love with a Relationship Compatibility Test and a collection of Gooey Love Songs written especially for you and your match. And if that wasn’t gooey enough, the album is available as a Limited Edition gooey vinyl made with real Creme Egg goo.”
VCCP’s content creation studio Girl&Bear managed the production of the campaign with SIREN Music. Publicis Media drove media planning and buying.
‘Gooey Love’ will run until 26th March and will be supported through social media, digital platforms and radio.
CREDITS
Campaign Title: Gooey Love Songs
Client: Mondelēz – Cadbury
Senior Brand Manager: Charlotte Parkes
Brand Manager: Joshua Collier
Brand Executive: Carianne Robertson
ADVERTISING AGENCY: VCCP
Chief Creative Officers: Chris Birch & Jonny Parker
Creative Director: Simon Connor
Creative Team: Alice Goodrich And Tom Lee
Managing Partner: Matt Smith
Account Director: Fan Dickson
Account Executive: Ella Wright
Group Planning Director: Gethin James
Senior Planner: Xanthe Fuller
PRODUCTION COMPANY: GIRL&BEAR
Designer: Matt Montgomery-Taylor, Jonathan Harper
Artworker: James Perry, Nick Norman
Resource Management: Yasmine Moridi
Editor: Tom James, David Fayinka, Ashley Sykes
Post Producer: Sarah Hemsley
Agency Producer: David Vass
Integrated Project Director: Sally Greenwood
Integrated Creative Producer: Mish Dent
BERNADETTE:
Associate Project Director: Danielle Hammersley
Creative Director: Will Aslett
Technical Director: Phil Beaman
Technical Lead: Gustavo Rodrigues
Backend Development: Ali Kilzidag
MUSIC PRODUCTION COMPANY: SIREN
Producers: Alice Benton, Siân Rogers
Composers: Rebekah Ellen, Lana Mcdonagh, Toby Horton, Ashley Bates, Wayne Murray, Tobias Macfarlaine, Paul Rawson, King Toot
Vocalists: Rebekah Ellen, Jay Marsh, Lana Mcdonagh, Ben Cartwright, Toby Horton, Toby Macfarlaine, Wayne Murray
Media Buying Agency: Publicis Media
