Cadbury Trebor Bassett is throwing £8m behind its Easter portfolio next year, including new TV ads for its occasion eggs range and Cadbury Creme Egg.
Creme Egg returns to the small screen from January 1 as part of a £4m campaign showing quirky images. One execution shows a man dipping toast soldiers into a Creme Egg.
Cadbury has created a “smoother” flavour as well as investing £4m in a
wrapping machine to improve quality.
An additional £4m campaign, with TV ads likely to break at the end of February, will support its egg lines, including the latest addition to its Delight range, a luxury shell egg (rsp: £4.99). The egg, which comes wrapped in an organza bag, is made from thicker milk chocolate than standard products and contains a bag of six truffles.
Jo Grice, channel marketing manager for Easter at Cadbury, said the launch would encourage consumers to trade up from standard eggs.
Cadbury is urging retailers to stock more premium products following findings from Oxford Research Agency that discounting eggs does not increase footfall.