Hypnotist of the stars Paul McKenna has shared his technique for ditching Creme Eggs and other temptations as he teams up with Cadbury for a competition where you could win £10,000.
The chocolate giant has brought back the How Do You Not Eat Yours campaign where you could win bundles of cash if you find a half-milk, half-white egg.
But not only do you have to find the elusive egg, you have to refrain from eating it- and that's where Paul comes in, and as you'd expect he's got some top tips.
And they've even made a demonstration video showcasing Paul's world-famous hypnotic techniques, which will ensure egg enthusiasts are armed with the power to successfully resist the urge to consume their winning egg...
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Speaking to the Mirror, Paul said: "All of us have temptations, everyone in the world is changing how they feel by some external means, drinking, gambling, shopping, television, food - they're all ways to change how we feel.
"Some of these things are linked to reinforce our survival so eating is rather essential, so what we can do is change someone's temptation.
"We get them to think about something they feel very compelled around, like doughnuts and cheese or something like that, and you get that compulsion going, then you get them to think of something they're revolted by like say anchovies or broccoli.
"It can be anything, and you mix the two tastes together in the human mind and the repulsion knocks out the compulsion so you can then look at the thing and take it or leave it.
"That's the great thing about the human being is, you can get them to imagine stuff before it's even happened to see if they even like it or not.
"So if I said imagine bacon flavoured ice cream, you can put the two tastes together in your head and go, 'ohhh', or, 'hmm' and try it out.
"How you stop yourself with any compulsion, be it chocolates, doughbuts, alcohol, is you think about something you're republsed by.
"Say you're thing is doughnuts, and you're out of control, what you do is get a compulsion going and you set up a repulsion. You think of something you really hate, anchovies or something.
"You get that going really strong then think about doughnuts, and as you bite into it there are anchovies in it - then you get compulsion and repulsion but much stronger, and one thing cancels out the other.
"Suddenly they can look at a doughnut and take it or leave it, because they've changed the neurochemical reaction that drives them."
How Do You Not Eat Yours is back for a second year, and right now you have the chance to win £10,000 if you find a winning egg.
To celebrate the partnership, Paul is also offering 10 pairs of tickets to his live show and a meet and greet next month. To be in with a chance of winning, all you need to do is sign up to the Cadbury mailing list.
Lyndsey Homer, brand manager for Shell Eggs and Cadbury Creme Egg, says: "After seeing how egg-cited the nation was last year when we launched the How Do You Not Eat Yours range of temptation-resisting clothing and accessories, joining forces with Paul McKenna was the next logical step in stopping the nation eating their winning eggs.
"We know just how irresistible Cadbury Creme Eggs are, so with the help of Paul, we want to provide Brits with the psychological barriers to not eat their irresistible eggs."
Hypnotist, presenter and author, Paul McKenna added: "When Cadbury approached me with this cracking idea, I couldn't say no!
"For this campaign, I've used all my skills that I've honed over the last few decades and designed a unique type of hypnosis, with the specific objective of stopping people eating the winning half-half Cadbury Creme Egg."
The competition – How Do You Not Eat Yours - is live from 26th December 2022 to the 9th of April 2023 and has cash prizes of up to £10,000.
Cadbury Creme Eggs are available nationwide for 72p* in all major and independent retailers. Full terms and conditions can be found here.
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