Cadbury Creme Egg is bringing its recently-launched EATertainment streaming platform into the real world with a retro video shop experience, exclusive to John Lewis & Partners Oxford Street.
The activation was developed in partnership with creative agency ELVIS.
Cadbury at John Lewis
ELVIS has partnered with Cadbury and John Lewis & Partners to bring a personalised EATertainment experience to shoppers, as the chocolate brand seeks to drive broader reach beyond traditional broadcast channels.
Tapping into nostalgia for video shops of the past, the activation brings back the classic video store. Here customers can browse the titles available on the EATertainment platform and watch content highlights while choosing their Easter treats.
Visitors to the activation are encouraged to pick up and personalise a special movie-inspired tin, which is exclusive to John Lewis & Partners, and fill it with Cadbury Easter goodies – 12 filled eggs and 3 sharing bags of mini filled eggs.
Shoppers can add Cadbury Creme Eggs; or choose from a selection of other Cadbury treats, including Dairy Milk OREO eggs and Caramel eggs; and bags of Mini Dairy Milk Eggs, Mini Dairy Milk OREO Eggs and Mini Creme Eggs.
They can then take their tin to be personalised before checking out.
New retail environment
The initiative aims to bring Cadbury Creme Egg to a new retail environment. It also aims to create greater desire for the brand through the promotion of an exclusive, personalised product.
Cadbury and ELVIS took the Creme Egg brand in a completely new direction with the launch of a free-to-access video streaming platform, CremeEggEatertainment.com, in January of this year.
EATertainment is a playful take on the ever-increasing number of streaming platforms; from established players like Netflix through to new entrants such as Disney Plus and Apple TV Plus.
Eating experience
The campaign was inspired by the consumer debate surrounding the best way to enjoy the multi-sensory Creme Egg eating experience. The platform hosts a wide range of cinematic short films worthy of the big screen. It includes a mindful-mess series and brain-gasmic ASMR episodes.
The in-store activation runs from the 2 March to the 13 April during John Lewis & Partners Oxford Street’s usual opening hours. It was produced in partnership with Fuel4.
“This exciting activation really encapsulates the playfulness of the EATertainment platform; bringing it into a fun and engaging real-world setting”, said Christina Bland, Brand Executive, Mondelēz.
“We are excited to offer John Lewis & Partners Oxford Street shoppers exclusive access to a unique gift, perfect for any Cadbury Creme Egg lover!”
Neale Horrigan, Creative Managing Partner, ELVIS, added: “Having moved away from traditional broadcast channels for our Creme Egg campaign this year, our challenge was to try and activate EATertainment, a digital platform, in a physical setting.
“We hope that nostalgic shoppers and Creme Egg fans alike will love the fun video shop experience we’ve created.”