Have a fling with a Crème Egg

Background

As a seasonal product, Creme Eggs are only on sale January to March. The problem was, most people thought they were on sale all year and weren’t hurrying to buy until it was too late. So sales were slipping.

The challenge in 2013 was therefore to find a way to activate the 2.4 million Creme Egg Facebook fans and drive the crucial limited availability message to them.  The campaign would have to outshout all the competition and create urgency to buy from Day 1 of the season.