Working with UK China manufacturers Duchess China and agencies Carat and Elvis, Cadbury will be selling limited-edition Golden Goobilee commemorative plates on Depop to celebrate Creme Egg’s 50^th anniversary. All plates, which will be sequentially priced from £1 up to £50, will go on sale from 26 March, with all proceeds being donated to The Trussell Trust.

To back the launch, Cadbury has partnered with Carat, LadBible, and Twitter to leverage takeovers, videos, and editorial coverage across LadBible and a heart to remind feature on Twitter. Meanwhile, working with Elvis, the chocolate giant has created a social ad where plates are literally ‘dropped’. Cadbury is also lining up influencer activity.

The 50^th birthday celebrations began for Creme Egg back in January and has seen the brand release a 60-second film celebrating 50 years of ‘EATertainment’, an activation starring Gary Barlow, and a Creme Egg-inspired beer with Goose Island Brewery.

“Cadbury Creme Egg has been loved by the nation for five delicious decades, so we’re excited to launch our limited edition china plates, available to purchase now, for our fans to commemorate the momentous occasion in our final installment of EATertainment this season,” said Imogen Davis, Brand Executive at Cadbury owner Mondel?z.

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Until 21 April, customers who purchase coffee through the Caffè Nero app will have the chance to tap or shake their phone to find one of six prize-giving eggs. Prizes include free coffee for a month for 14 winners, 1000s of bonus Caffè Nero loyalty stamps, and free vouchers for a variety of Caffè Nero products.

Each of the eggs has been created in collaboration with the V&A, inspired by an Alice in Wonderland illustration by C.F.A Voysey.

Last year’s campaign saw more than 300,000 Easter eggs open by customers, while over 100,000 new users downloaded the app, according to Caffè Nero and Yoyo.

Caffè Nero launched its payment and loyalty app back in April 2017 – at which point the company’s head of marketing, Marcus Denison-Smith, spoke to us about the thinking behind the app and using it to build better relationships with customers.

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