Cadbury Creme Egg has unveiled its new creative campaign, “It’s Creme Egg Hunting Season”.

The 30 second TV ad premiered on January 4. This is the brand’s first creative platform in four years and follows a successful 2016 Easter season, which saw the brand achieve a 5.1% uplift in sales (Nielsen, Total Coverage, Easter, 2015 vs. 2016).

Retailers can also benefit from the return of Cadbury Creme Egg’s Gooless promotion for 2017, which is exclusive to the convenience market. Running from January 1 until Easter Sunday, one consumer every day will unwrap a gooless Creme Egg and win up to £1,000. The prize will then be matched for the relevant retailer with either stock vouchers or Love2Shop vouchers.

What’s more, the brand is giving retailers another chance to win in the lead up to the spring season with its ‘Take a Shelfie’ competition. For the chance to win up to £250 in Love2Shop vouchers, retailers simply need to upload a photo of their Gooless Cadbury Creme Egg display before March 31 on, to be entered into the prize draw.

The new campaign will see a significant £4 million investment from the brand and will span across TV, social, experiential and PR. This is part of a wider £10 million investment from Cadbury across the 2017 Easter season.