Kraft has turned the spotlight on its Terry's Chocolate Orange in a new TV ad the first new commercial for the brand in three years.

The six-week 'Smash it to pieces. Love it to bits' campaign, running now, plays on the "unique smashing ritual"of opening a Terry's Chocolate Orange. It features the inventive methods used by fans to get into the foil-wrapped chocolate ball and trumpets the notion that you have to "smash it before you can love it".

"It's long been known that it takes more than a gentle tap to open a Terry's Chocolate ball," said brand manager Chris Marshall.

He added: "The only way to get into it is to smash it and that unique difference is something we wanted to celebrate. The marketing message had previously been about the chocolate but we wanted to bring to life the ritual surrounding it as well."