Mondelez International has brought back its Cadbury Creme Egg ‘Find the Winning Egg’ campaign, offering shoppers and retailers the chance to win cash prizes, ahead of the launch of a Creme Egg Bar next year.

The supplier is set to release several half-milk chocolate, half-white chocolate Creme Eggs. If a shopper unwraps one, they will be rewarded with one of hundreds of cash prizes on offer, including the top prize of £10,000.

Retailers who sell a winning egg can also win cash prizes ranging from £25 to £500, as well as the top prize of £1,000 and Amazon vouchers.

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This campaign comes alongside the launch of the Creme Egg Bar in February 2024, the first time the brand will be available in a tablet format, at an RRP of £1.80.

Mondelez has decided to expand the Creme Egg brand again following the launch of its White variety last year, which made up 25% of all filled singles sales this year.

Also expanding is the Mini Eggs Bar, which will be available in a 360g gifting size nationwide.

Charlotte Parkes, senior brand manager for Cadbury Easter, said: “Easter is a season that is continuing to grow in importance for retailers and shoppers alike, as they look to gather with family and lean into seasonal rituals. In 2023, 84% people said they celebrated Easter in some way – which is higher than in previous years. Key to these celebrations were branded confectionery products like Cadbury Creme Egg and Cadbury Mini Eggs, so ensuring that you stock these from January for the traditional fast start to the season is absolutely key to getting early buy-in from shoppers.”

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