You take on one of the most oversaturated moments in the confectionery calendar: Valentine’s Day.

Cadbury challenged us to reposition the Creme Egg as more than just an Easter treat, creating a campaign that would spark conversation, drive early-season relevance, and cut through the noise during a highly competitive cultural moment.

To bring the idea to life, we created a Creme Egg compatibility checker based on the nation’s different eating habits - from careful nibblers to those who unapologetically suck the goo out first (sorry guys). Alongside the campaign, we worked with our creative team to design a playful infographic that turned a simple consumer insight into a highly shareable PR moment.

The result was a wave of national broadcast coverage, widespread social conversation, and a campaign that got the public genuinely debating whether conflicting Creme Egg eating styles could make or break a relationship. We secured over 200 pieces of coverage, with an estimated total reach of 41 million.

By tapping into humour, nostalgia, and culturally relevant storytelling, the campaign helped position Creme Eggs as part of the Valentine’s conversation while driving visibility well ahead of the Easter season - it was eggcelent.