Cadbury Dairy Milk will be back on TV from next Wednesday (13 February) as part of a £7m marketing push.

The new ad is set in the fictional land of Joyville and follows a factory apprentice as he goes on a quest to discover the secret behind the taste of Cadbury Dairy Milk.

The TV ad was created by Fallon and will be supported with PR, digital and sampling activity.

Sales of CDM have grown 1.2% year-on-year to £424.7m [Nielsen 52 w/e 13 October 2012].