Cadbury launches ‘How Do You Display Yours?’ Creme Egg competition

Cadbury is launching a Creme Egg competition in the run-up to Easter 2025, asking retailers across the country ‘How Do You Display Yours?’

The “How Do You Display Yours?” competition invites retailers to dip into their imaginations and share their most innovative and eye-catching Cadbury Creme Egg displays. Any retailer who shares an idea via a specially-created form on SnackDisplay.co.uk – Mondelēz International’s trade-focused advice and information site – will be entered into a competition to win £1,000* worth of vouchers for first place, with four runner-up prizes ranging from £250 to £500 vouchers and 25 x £25 vouchers up for grabs for the remaining winners.

The competition is a fantastic opportunity for retailers to get creative and entice consumers into stores and mirrors the consumer-facing “Admit It, How Do You Eat Yours?” campaign.

“We’re really excited to be taking the annual ‘How Do You Eat Yours?’ campaign to a platform that retailers can engage with directly. Given the enthusiasm towards ‘How Do You Eat Yours?’ we wanted to create an opportunity for retailers to capitalise on consumer engagement, with the addition of 30 prizes to give further support and thanks to the retailers who have supported Cadbury throughout its 200-year history,” said Carianne Robertson, Brand Executive for Cadbury Creme Egg.

Cadbury Creme Egg has been an icon of the season for over half a century, with 3.7 packs sold every second. In 2024 the brand expanded its Creme Egg portfolio, launching the Cadbury Creme Egg Tablet, which sold a bumper 4.6 million units nationwide, making it the #1 NPD for the entire Easter 2024 season.

Cadbury Mini Eggs sold 11 million more units than in 2023, meaning shoppers are still looking to enjoy the iconic chocolate Easter treat. The mini-beasts of the Easter market remain the number one Easter SKU with the highest penetration of any Easter brand in the UK.

The Cadbury Mini Egg 110g and 360g sharing bars also had another successful Easter and were the #1 and #3 SKU respectively in the sharing novelties category in 2024.

Mondelēz International grew ahead of the Easter category in 2024 by almost four per cent and remains the number one supplier at Easter time. To make the most of the season, retailers should split Easter into three phases: getting off to a fast start (from 1January to Valentine’s Day), building momentum (from Valentine’s Day on 14February, to Mother’s Day on 10March), and then gearing up for a “gifting finish” for the last three weeks the period reaches its finale.

The “fast start” phase focuses on shoppers looking for small treats for themselves, such as Cadbury Creme Egg and Cadbury Mini Eggs. Here are our top tips for a fast start to the season:

• Be ready on day one of the season with sufficient stock of seasonal self-eat and sharing favourites from well-loved brands, such as Cadbury Creme Egg and Cadbury Mini Eggs.
• Create awareness of the season with your customers using campaigns, competitions and promotions as a talking point.
• Use POS from shoppers’ favourite Easter brands to highlight products and optimise incremental sales.

For more expert confectionery and seasonal advice, retailers can visit www.snackdisplay.co.uk, and should stay tuned for the full Easter 2024 seasonal line-up.

*Terms and conditions apply:

UK, 18+, owners/verified retail managers of independent convenience stores (‘Independent Retailers’) only. 00.01 GMT 02/12/2024 to 23.59 GMT 28/02/2025 (‘Promotion Period’). During the Promotion Period, set up your Cadbury Creme Egg display including Cadbury Creme Egg 2025 Points of Sale (‘POS’) in your Independent Retailer store. Then, visit snackdisplay.co.uk/competitions/easter-cce-display-competition and submit your details alongside uploading a photo of your POS display to be entered into the Competition. Entries judged on impact, creativity and ingenuity, and use of available space. Max 1 x entry and 1 x Prize per Independent Retailer store. Prizes: 1^st place: £1,000, 2^nd place: £500, 3^rd – 5^th place: 1 of 3 x £250, 6^th – 30^th place: 1 of 25 x £25 Amazon vouchers. Purchase, internet access and email address required. Prizes will be fulfilled within 28 days of acceptance. Promoter reserves the right to indefinitely use and publicise entries. See https://snackdisplay.co.uk/retailer-ts-cs/ for full T&Cs. Promoter: Mondelez Europe Services GmbH – UK Branch, Sanderson Road, Uxbridge, UB8 1DH.