Roman Kemp's Accidental £10,000 Easter Snack
He only discovered the Creme Egg was worth a small fortune after he had already eaten it.
Easter promotions often promise fun surprises and hidden rewards, but a simple treat can become an unexpected headache when chance meets chocolate. Take last year’s Cadbury Creme Egg Easter hunt as an example: shoppers who found the rare half-white, half-milk chocolate eggs inside their packs could win up to £10,000.
Sounds straightforward, right? Not quite—especially if you bite before you think. Back in spring 2023, Cadbury hid a handful of special eggs among the regular ones.
Each prize egg carried a ticket that could be exchanged for either £5,000 or £10,000. For most people, discovering a golden ticket is a dream come true.
For One Show presenter Roman Kemp, it became a race against time—only he didn’t know he was holding a winning ticket when he cracked it open. At the time, Kemp was co-hosting Capital Breakfast radio and was thrilled to spot something different in his box of Creme Eggs.
He shared a photo on Twitter (now X) asking, “What is this??? HALF WHITE HALF MILK CHOCOLATE??” His followers quickly warned him: You’re supposed to keep that egg whole to claim the prize.
Rather than putting it aside, Kemp did what most of us would—he ate it. Minutes later, the comments flooded in: “You need a picture of you with the uneaten egg,” and “Don’t eat it, Roman!” Realizing his mistake, he caps-locked his subsequent tweet:
“I HAVE ALREADY EATEN IT AND PEOPLE ARE SAYING IT'S WORTH 10K!?” When advice poured in, he replied, “I HAVE EATEN IT. WHAT DO I DO NOW? HELPPPPPPPPP.”
Those special Cadbury Creme Eggs could net you a few grand.
That’s when things took a dramatic turn. Kemp admitted that the egg tasted like more than just chocolate: “THIS IS NOT FUNNY. IT TASTES LIKE REGRET.” His confession struck a chord online.
Some sympathized; others couldn’t help but laugh at the timing. One commenter wrote, “This has made me laugh more than you would like me to… sorry… but also thank you.” Another suggested Cadbury slap a warning sticker on each special egg, arguing that the campaign wasn’t promoted clearly enough.
Getty ImagesIt’s easy to poke fun at a celebrity moment like this, but Kemp’s mishap highlights a real pitfall of surprise promotions. Details matter when you’re unwrapping something with expectations, whether it’s potential cash or a new gadget.
If the rules aren’t obvious up front, even savvy shoppers can make costly mistakes. In Kemp’s case, the prize ticket was hidden under the foil, and without a clear sign, the temptation to dive right in was too strong to resist.
Understanding Value Perception
Consumer behavior expert Dr. Dan Ariely highlights how our perception of value can be drastically influenced by marketing strategies. In the case of Cadbury's promotional eggs, the allure of a potential £10,000 prize creates a heightened sense of desirability.
Dr. Ariely notes that unexpected outcomes, like discovering the egg's worth after consumption, can lead to feelings of regret and frustration. He suggests consumers should be educated about promotions to make well-informed decisions before indulging. Understanding the psychology behind value perception can help mitigate such disappointments.
He couldn’t help but frown when he discovered what he’d eaten.
By the time the story wound down, most headlines had run with the image of Kemp chewing away his chances. Yet the saga had a silver lining: Cadbury took notice. They’ve since released an all-white chocolate Creme Egg, so fans who prefer the lighter flavor can buy it without worrying about forfeiting a fortune.
Of course, this version doesn’t come with a cash prize, but for those who loved Kemp’s discovery, the joke lives on—if you want to keep your egg, don’t eat it first.
Getty ImagesBig rewards often demand patience. Whether you’re chasing a golden ticket or entering a sweepstake, the fine print can be worth more than the chocolate itself. If you ever find a prize egg, snap a quick photo before you take that first bite.
Next time an Easter promo tempts you with hidden perks, pause before you peel. One simple shot could save you a £10,000 mistake, and you’ll still get to enjoy the chocolate once your proof is safely saved.
Marketing professionals stress the importance of clear communication in promotional campaigns. A relationship expert noted that ambiguous promotions can lead to misunderstandings and unintended consequences, as evidenced by Roman Kemp's unfortunate experience.
To prevent this kind of situation in the future, experts recommend that companies clearly outline terms and conditions associated with promotional items. This transparency not only builds consumer trust but also enhances customer satisfaction. Investing in robust consumer education initiatives on product value could also empower customers to make better decisions.
Analysis & Recommendations
In summary, the accidental consumption of a high-value Cadbury Creme Egg serves as a valuable lesson in consumer behavior and marketing ethics. Experts like Dr. Dan Ariely emphasize the importance of understanding value perception and the psychological effects of promotions on consumer decisions.
Moving forward, companies should prioritize clarity in their marketing strategies, ensuring that customers are fully informed of the terms and potential rewards. By doing so, they can create a more satisfying consumer experience, minimize regret, and foster lasting customer loyalty.
