Cadbury's Creme Egg, an iconic British confectionery product, has long been associated with the tagline "How do you eat yours?" but has been absent for the past twenty years. With Easter approaching, a peak season for chocolate egg sales, Cadbury sought to revive this iconic tagline and celebrate the unique ways individuals consume Creme Eggs.

The aim was to create an integrated campaign that brings back the "How do you eat yours?" tagline in a fresh and interactive way, tapping into the brand's irreverent humor and celebrating individuality. To achieve success, the company aimed to connect with its audience emotionally by using a nostalgic tagline. They also plan to encourage consumer engagement through a digital-first strategy. The company plans to boost relevance during Easter by showcasing Cadbury's innovative and playful brand personality.

The 30-second "Big Deal" film introduces Heather, a quirky character who likes to eat Creme Eggs while maintaining unwavering eye contact. A voiceover by Matt King (Peep Show's Super Hans) explains that the way Heather eats her Creme Egg "says everything about her." We see vignettes of Heather boldly ordering for the whole table at a restaurant, being the front of a horse costume, and making up lyrics at karaoke - all while locking eyes with the camera.

The spot directs viewers to an online personality test where they can discover what their Creme Egg eating style reveals about themselves. The campaign brings back the iconic "How do you eat yours?" tagline after 20 years, celebrating the unique ways people enjoy the Easter treat.