Cadbury Crème Egg has dropped a playful yet innovative campaign this Valentine’s Day by unveiling a special album of ten “gooey” love songs.
Developed in collaboration with creative agency VCCP and audio house Siren, the album builds on last year’s wildly successful “How Do You Eat Yours?” campaign—transforming a fun eating habit into an audibly romantic experience.
Available now on Spotify, the album not only serenades listeners but also invites them to discover their relationship compatibility through a bespoke personality quiz.
The campaign centers on the idea that the way you enjoy your Crème Egg says everything about your personality—and even your perfect match.
With tracks such as “My Gooey Boo,” “Tame This Wild Egg,” “Dreaming of Goo,” and “The Shell to My Goo,” each song is crafted to resonate with a distinct Crème Egg eater, offering a soundtrack tailored for every romantic type.
Fans are encouraged to take part in a relationship compatibility test, created by VCCP’s digital experience agency Bernadette, which reveals the personality traits of their ideal partner and even suggests the perfect gooey love song to woo them.
Joshua Collier, Cadbury Crème Egg Brand Manager, explained, “Crème Egg is all about bringing a bit of fun to the start of the year to ask the age-old question of ‘How Do You Eat Yours?’ This update to our core campaign allows us to celebrate this calendar moment in a unique, memorable and Extremely Crème Egg way. Plus, what could be better than a goo-filled vinyl to show how sweet love can really be?”.
For those who complete the quiz, there’s an added chance to win an exclusive Limited Edition Gooey Love Songs Vinyl—complete with real Crème Egg goo—for an extra touch of novelty.
Simon Connor, Creative Director at VCCP, added:
“Last year, over 100,000 people took the Crème Egg Personality Test to uncover what ‘How You Eat Yours’ said about them. This year, we’re taking it a step further by helping people find love with a Relationship Compatibility Test and a collection of Gooey Love Songs written especially for you and your match. It’s our way of proving that a little sweetness and creativity can go a long way in connecting hearts.”
Running until March 26th, the campaign will be supported through social media, digital platforms, and radio, ensuring that fans across various channels get a taste of the gooey goodness.