Cadbury Dairy Milk Egg ‘n’ Spoon is back on TV screens tonight with a new campaign, showing a young girl and her father eating the product. Part of a £3m fully integrated campaign, the ad will feature in prime-time slots over five weeks, including Take Me Out. The spot will also be available to view on video on demand, together with a ‘making of’ film featuring the young girl in a ‘how to’ to video.

According to Mondelēz International, Egg ‘n’ Spoon was the biggest launch in the traditional Easter category in 2013 and generated £6.1m retail sales value, 85% of which was incremental to the novelties category.

Marketing manager Lily Donagh says: “Our TV campaign will be supported by print advertising, press and digital activity to catch the consumers’ eye and help drive sales across the season.”