ELVIS brings Creme Egg streaming platform to life for Oxford Street visitors

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The EATertainment streaming platform recently launched by Cadbury Creme Egg is being made real as a physical retro-style video shop exclusively at John Lewis & Partners Oxford Street.

Creative agency ELVIS partnered with the confectionery brand and the high street retailer to unite them in a fun and engaging fashion - bringing a personalised EATertainment experience to shoppers. This unique approach is designed to boost reach beyond traditional broadcast.

At the nostalgic shop, customers can browse the titles available on the EATertainment platform and watch content highlights while choosing their Easter treats.

Visitors are encouraged to take and personalise a special movie-inspired tin, which is exclusive to John Lewis & Partners, and fill it with chocolate - choosing from 12 filled eggs and three sharing bags of mini filled eggs.

Christina Bland, Brand Executive at Mondelēz, said: “This exciting activation really encapsulates the playfulness of the EATertainment platform, bringing it into a fun and engaging real-world setting. We are excited to offer John Lewis & Partners Oxford Street shoppers exclusive access to a unique gift, perfect for any Cadbury Creme Egg lover!”

Neale Horrigan, Creative Managing Partner at ELVIS, said: “Having moved away from traditional broadcast channels for our Creme Egg campaign this year, our challenge was to try and activate EATertainment, a digital platform, in a physical setting. We hope that nostalgic shoppers and Creme Egg fans alike will love the fun video shop experience we’ve created.”

The in-store activation runs from March 2nd to April 13th during John Lewis & Partners Oxford Street’s usual opening hours, and was produced in partnership with Fuel4.