Cadbury Launches Video Platform to Promote Creme Eggs
At the start of the year, UK confectionery giant Cadbury launched its Eatertainmnent video platform – the brand's first non-broadcast campaign – in a bid to target the Netflix generation. Following on from the likes of BrewDog and Walmart, Cadbury is the latest brand to take on the streaming platforms in the war for consumer attention.
The platform is being used to promote Cadbury's Creme Eggs, and as such the content available to watch is purely egg-centric: "With the launch of 'Eatertainment', we're turning the Creme Egg eating experience into entertainment," said Raphael Capitani, brand manager of Cadbury Creme Egg. "We're going to offer people the perfectly paired feast for their eyes and ears when they tuck into a tasty Cadbury Creme Egg."
The platform includes short films and unscripted shows, including Girl vs Goo featuring British vlogger Jahanna James seeking out Creme Egg-based dishes. Content has been created in partnership with Amazon Prime Video and Cadbury's creative agency Elvis.
At the end of January, fans of the Creme Egg can take part in a 24-hour event in London, which aims to be the longest social-eating livestream ever attempted. Visitors will be able to enjoy Creme Egg curry, Creme Egg meatballs and spaghetti, and Creme Egg toasties, while fans can watch via Facebook.
While Cadbury can't hope to compete with established video-on-demand services, the Eatertainment campaign is an innovative attempt to capture the attention of Gen Z audiences, who are hard to reach via traditional broadcast advertising. See 2020 Pop Culture Primer and Teen Media Trends: 2019 Update for more.