UK consumption of entertainment content has shifted away from live TV, to on-demand formats. Streaming services such as Netflix mean our audience can avoid ads all together.

So rather than disrupting the entertainment that our audience was seeking out, we became part of it. We turned the immersive, conversation-worthy experience of eating a Cadbury Creme Egg into entertainment, by creating a series of films with our product at the heart of the drama.

The brand became an entertainment provider, and we hosted all the content we created on our very own streaming platform.

Our brief was to bring product desirability back to the heart of Creme Egg’s marketing with a new campaign idea.

Our audience was very broad, and highly diverse – we were speaking to all UK chocolate eaters.

Our objective was to create the mental availability that contributes to our ultimate goal: brand growth. In order to future-proof ourselves against increasing regulations, we needed to achieve our objective without using TV.

We turned our back on TV and stopped interrupting the entertainment to become the 'EATertainment' – the world’s first chocolate streaming service and a tongue in cheek take on the ever-increasing number of streaming platforms – that hosted original content with a Creme Egg at the heart.

Our three cinematic short films sat at the heart of the campaign and were our hero pieces of content. Each one a different genre to cater for our broad audience.

‘Armeggeddon’ dropped thriller fans into a post apocalyptic future where three friends find themselves trapped in a bunker with supplies and hope running out.

‘The Other Half’ tugged hard on the heart strings as it follows the lives and loving rituals of a sweet older couple.

And action fans were taken on a rollercoaster ride as a gang of misfits go to eggstreme lengths to get their hands on ‘The Last Delivery’.

Our target audience was very broad - we were talking to all chocolate eaters in the UK, and in particular, bringing back lapsed consumers aged 28+. Primary research showed that Creme Egg was an iconic brand in the UK, and the immersive eating experience and various ways of eating the product were a genuine talking point.

However, the media landscape has shifted significantly in recent years. UK consumers are less likely to sit down in front of live TV, favouring a more mobile, on-demand approach to entertainment consumption.

We turned the immersive, conversation-worthy experience of eating a Creme Egg into entertainment, by creating a series of films with our product at the heart of the drama. The brand became an entertainment provider.

Our content was designed for mobile, snackable consumption via social media or on our very own mobile-first streaming platform.

We behaved like an entertainment provider in every touchpoint, with new releases fuelling engagement throughout the campaign. Our short films were teased across social and digital with trailers, and bespoke out of home movie posters drove everyone to our platform.

The content was hosted on our own web-based streaming platform, as well as on YouTube and social media, to maximise visibility.

Our work was live from 29th December 2019 until 12th April 2020.

As a reach-driven FMCG brand, achieving impressions at scale was crucial. Without TV, our digital content needed to do that heavy lifting – we delivered a total of 157.1 million impressions across all social platforms.

93% reach with no TV (versus 92% reach last year, with TV).

684 hours of content was watched on our EATertainment streaming service, with an average VTR of 36% across our three hero films.

34.5 million video views across digital and social.

Smashed targets for view through rate across social and digital:

- The Other Half trailer 8% Planned vs 20% Delivered (+150%) on Facebook

- Armeggeddon trailer 8% Planned vs 16% Delivered (+100%) on Facebook

- The Last Delivery trailer 30% Planned vs 55% Delivered (+88%) on YouTube

(Business results listed in the confidential section)