I’ve already commented on how the Creme Egg Season (1st Jan – 4th April, apparently) seeks to rebrand Easter.
We’ve been here before with Christmas. Is it rich for Christians to complain if the fast-feast season of Lent and Easter is taken over, extended and rebranded as a non-stop festival of consumerism? Didn’t the church originally hijack Eostre the pagan festival anyway? And what is Cadbury supposed to do? Its aim is to increase sales.
We seem to be at an impasse. Except there is one thing I notice. For Jesus to have a season dedicated to him there was a cost. 40 days of fasting in the wilderness (for the forty days of Lent). Death on a Roman cross for Good Friday. Appearing to witnesses a couple of days later for Easter Sunday. Whatever way you look at it that’s quite an investment.
So Cadbury would like a season for their Creme Egg. Are they willing to match that kind of commitment? Seeing as they’d like a longer season, should they be looking to exceed what Jesus offered? Something tells me that the image of someone demolishing a chocolate treat, with sweet goo dribbling down their chin, isn’t quite going to match the story of the man who gave his life away for the sake of the world.
But hold on – maybe there’s a middle way here. Part of the meaning and message of Easter is that we find life more when we give it away. Easter is about celebrating the triumph of good over evil (In the words of Desmond Tutu: “Good is stronger than evil; love is stronger than hate; light is stronger than darkness; life is stronger than death. Victory is ours, through him who loves us”). Easter has inspired literally billions of people to seek to bring hope to the places they live and work and suffer.
So how can we go forward? If Cadbury really want a season, then how about a few suggestions:
- Make Creme Egg chocolate Fair Trade. Cadbury have already done this with Dairy Milk, as have their rivals Nestle with Kit Kat. While not solving the world’s economic woes, Fair Trade is exactly the kind of symbol of a better world that every season should have.
- During Lent, why not suggest that people give a Creme Egg? Even better, give something better than that (a small cheque, a free lunch, help to neighbours) and top it off with a free Creme Egg as a sign of the season.
- Cadbury should earmark a proportion of the revenues from Creme Eggs between January and Easter and put them to creative use: a Cadbury award for social entrepreneurship; grants for Easter community festivals; Cadbury scholarships for students in developing countries (e.g., for research into effective, equitable and sustainable global food production).
- While we’re eating the eggs (not a bad thing in themselves) how about a Carbon Fast to offset some of the wider costs of consumption?
A season with no substance, no bite, is at best a fad. At worst it’s a cynical gimic. But it doesn’t have to be this way. The feast can have some meat to it. Creativity can oust cynicism. Chocolate can be a gift worth celebrating, not endlessly self-indulgent junk food.
The Egg can be a symbol of new life, right?
Or is it just processed sugar wrapped in foil?
Cadbury – you decide.
John Piper on C.S. Lewis’s ever-relevant indifference to relevance:
He loved the wisdom of the ages, not the whimsy of the passing present. He called himself a Neanderthaler and a dinosaur. He didn’t read newspapers. He never wore a watch. He never learned to type. He did not own or drive a car. He cared nothing about cutting a good appearance and wore the same old clothes until they were threadbare. He was incredibly free from the addicting powers of the present moment.
(HT: Between Two Worlds)
Have a look at this. The author (Marcus Honeysett) reckons,
“In my view, the single biggest cause of stalled churches in the UK is the belief that material comfort can be normative for Christians. It is the opposite of radical commitment to Christ.”
Couldn’t agree more
So Cadbury has been bought by Kraft Foods. Cadbury, the company founded by a Quaker family to provide alternatives to alcohol; Cadbury, the firm of George Cadbury who constructed the village of Bourneville at his own expense to “alleviate the evils of modern more cramped living conditions”; Cadbury, whose Dairy Milk chocolate just recently went Fair Trade. That same Cadbury has now been sold, leaving an uncertain future for the jobs and the values the Cadbury name used to represent.
Why did it happen? You could say that it’s part of the unsustainable growth mentality we seem to be stuck in. But I blame the eggs…
January 1st to April 4th has recently been pronounced ‘Creme Egg Season’. April 4th, you might think, don’t I recognise that date from somewhere? Yes, perhaps. Technically it’s Easter Day. But don’t worry about that. These 94 days are now Consumption Time. Never mind the fact that Christmas barely finished before this new ’season’ began. Never mind the fact that they’ve nearly doubled Lent (presumablytheir best sales period). Never mind the fact that Lent is a period of fasting.
This is the turbo-consumer economy. We have no time to fast. Everything is up for repackaging. All is consumption; all is pleasure. Never mind about Haiti or the other salutory struggles of life.
So I blame the eggs. The same non-stop, maximising philosophy behind the ads was also behind the Kraft takeover and in the minds of the shareholders who accepted it.
Thank goodness, though, Easter can’t be rebranded away. It’s values can’t be taken over. And still in 2010 it calls for compassionate business people, like the original Cadbury’s, to show the world that there’s more to life than money.
Be careful what you blog.
In May I did a post about being able to buy the gift of ‘nothing’. What did I get for Christmas?
You guesed it – nothing! (Thanks Sis!)
I do like the packaging, though:
Nothing – for the person who has everything.
Instructions: step 1 – carefully open the pack / step 2 – experience nothing
Warranty: This product is guaranteed to do absolutely nothing. If something happens, return for a full refund.
Warning: If any of this is swallowed, please consult a psychiatrist immediately.
Back in the dim and distant past (December 2009) we began to experiment with life without a TV and gave my reasons why. The experiment is now officially over and it’s not good news for the television.
I haven’t missed it. Hardly at all, we’ve watched some films on computers and a couple of progammes online, but most of the time just not thought about it (not even enough to blog about it). 
Emma, has missed it a little bit more, but not enough to seriously consider reversing the decision.
So I shall soon be cancelling my licence to the BBC and saving a hundred plus pounds of hard earned money. The TV will be given away (seeing as it was a free gift to us) along with assorted other TV related gadgets.
I’ve enjoyed having one less distraction and I feel a bit more focussed as a result. I think I suffer from what John Naish calls ‘infobesity’, too much information. I’m wondering about restrictions on computer use and mobile phone (that one just involves switching it off a bit more) but I think I’ll find the computer a harder challenge.
Why do it? To spend my time and energy on the things that matter most, to detox my head and heart of things, noise, distractions and temptations that if I thought about it I don’t really want. To be more present to the people I’m around, to be more devoted to family, less distracted and hopefully more fruitful.
I’m a big fan of technology, I read about it, fascinated by it and use it daily, but as with most things things designed to be servants make poor masters and we must always be aware of what has mastery over us.
Book out your diary. Cancel the cosmetic surgery. Reschedule any childbirth commitments.
The Breathe Conference in London (with Elaine Storkey) will take place on Saturday 15th May at St Paul’s Church, Hammersmith. Not only that, but we will also be holding an event at St George’s Church, Leeds on Saturday 5th June.
More regional dates are in the process of quite literally trickling in! Watch this space…
Last month Third Way magazine published an interview with Franny Armstrong to coincide with the BBC screening of her film The Age of Stupid (which has rightly caused a flurry on this blog). The film makes a very strong statement; I found it helped a lot to read the interview alongside it.
One of the most striking things to discover from this media attention is that Franny Armstrong isn’t miserable. Her interviewer commented:
“You come across as very cheerful and very positive… and yet you’ve got the gloomiest message in history.”
Armstrong went on to comment that all her ‘climate-change friends’ are cheerful too. She puts this down to a sort of consolation of honesty – better to look at the full face of the truth than to hide in a corner with a “huge monster over your shoulder”.
You can see the sense in it. It reminded me of some reading I did years ago about the experience of people who are dying. Silence and evasion are the perfect prescription if you want to depress the terminally ill. Carers and families can form an unspoken pact that they won’t mention the ‘D’ word, and patients who never speak their fears go through a suffering beyond the influence of morphine. Conversely, people who address the issue sometimes find that suddenly they feel unburdened.
I know a new year becomes a peg for all sorts of things, but this is a significant decade. If we haven’t made a difference to the climate by the end of it then we’ve missed our best – probably our only – chance. But now could also be a good time to face the mess we’re in as fully as possible, because, oddly, it might actually make us feel better.
By the way – contemplating our ruin, searching for the truth, honesty the only chance for salvation – what does all this remind me of?
Ten things Breathe is not…
…anti-capitalist (but we want to change the shape of consumer culture)
…anti-shopping (but we want to buy carefully and with a conscience)
…anti-business (but we believe the economy can work better for people and planet)
…escape to the country (we want to transform the communities where we live)
…glorifying the past (we just think technology is better our servant than our master)
…the ‘good’ life (only one person is truly good, and that’s God – we can’t clean up our act without him)
…a ‘nice’ life (this is going to be costly)
…a joyless life (it will also be fun)
…one size fits all (you don’t have to live in my commune; I don’t have to share your quiche)
…finished (join us…)
Register your concerns before Friday (see earlier post). For what it’s worth, here are mine…
Dear Mr Gandy,
I write to express strong opposition to your department’s intention to relax the legislation on product placement.
