CADBURY TREBOR ALLAN BEGINS CREME EGG CONTEST
By Adnews Staff
Toronto-based candy maker Cadbury Trebor Allan is holding a contest based on various ways to get the filling out of a Cadbury Creme Egg. The online initiative began earlier this year and will run until March 31 at <http://www.creme-egg.ca> and <http://www.oeuffondant.ca>. Entants must submit a photograph illustrating how they extract the filling of a Cadbury Creme Egg. One photo is randomly selected each day and posted on the Web sites. If the contestant sees the picture and emails Cadbury within 72 hours they win $1,000. Thirty-second television spots, 10-second closed captioning tags, print advertising in urban weeklies, in-store materials and Flash Media posters in convenience stores are promoting the "How Do YOU Get the Inside Out?" contest. The contest and the adaptation of existing advertising creative were handled by Strateco of Toronto. Promotional activities and public relations are being handled by Strategic Objectives, also of Toronto. A survey conducted by Market Facts of Canada for Cadbury concluded that 44% of Canadians who eat chocolate covered cream eggs bite the inside out, 31% lick it out, nine per cent suck it out and nine per cent use a spoon to scoop it out.