Mondelez International has announced the launch of White Creme Egg alongside the return of Cadbury Creme Egg‘s ‘How do you not eat yours?’ campaign when the product returns to shelves.

The campaign features a special half-milk chocolate, half-white chocolate Creme Egg, which, if customers refuse to eat, they can win up to £10,000.

Additionally, any convenience retailers stocking the special egg can win Amazon vouchers, with a top prize of £1,000 available.

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Alongside the campaign, Mondelez is also launching Cadbury White Creme Egg, the first innovation in the Creme Egg brand, at an RRP of 72p.

Lyndsey Homer, brand manager for Cadbury Creme Egg, said: “We were absolutely blown away by the response to our ‘How do you not eat yours?’ campaign last year. Our fans rose to the challenge of resisting the temptation of these delicious half-and-half Creme Eggs to win their prizes. To those who couldn’t resist – don’t worry! We’re giving you a second chance around this coming Easter!”

The supplier is supporting the campaign with social media, digital and outdoor advertising, as well as in-store PoS.

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