Cadbury Creme Egg is marking 50 years on British shelves with a collection of "limited eggdition" commemorative plates inspired by the Japanese art of Kintsugi, which involves repairing broken pottery with gold.
The campaign features half-and-half plates (by UK manufacturer Duchess China) that combine the style of a 1971 traditional plate with kitsch references to the chocolate's branding.
The plates are set to be sold on fashion marketplace app Depop from Friday (26 March) at prices ranging from £1 to £50, with all proceeds going to food charity The Trussell Trust. Creme Egg’s campaign also includes a partnership with LadBible and Twitter, including takeovers, videos and editorial coverage of the memorabilia, as well as influencer activity.
Cadbury Creme Egg’s 50-year celebrations began in January this year with a spot showcasing some of the outlandish ways to eat the chocolate treats; and last month, the brand partnered Goose Island Brewery to create a Creme Egg inspired beer, the Golden Goo-Beer-Lee Creme Stout.