We hid hundreds of deliciously tempting half milk,
half white chocolate Creme Eggs in shops all over the country. If you found one, you could win up to £10,000.
But there was a catch: you absolutely, 100%, definitely could not eat it.
We took Creme Egg's famous slogan and flipped it, celebrating the anguish and temptation to eat a prize winning egg.
It was now 'How Do You NOT Eat Yours?'.
Creme Egg • How do you not eat yours?
And partnered with fashion designer Rua Carlotta to design a range
of bespoke pieces that stop you from eating a winning Creme Egg.
ASDA even hired additional security to protect potential winning eggs.
And somehow, this guy, still ate a winning egg. 🫠
