Ferrero is spearheading plans to dramatically boost its UK presence with a £14m campaign for Kinder Surprise, including the first TV ad for the brand in ­seven years.

A £4m TV ad breaks on 7 February highlighting the introduction of 100 new toys many of which are larger than those currently included. In a first for Kinder, the advert, which will feature the strapline 'Have you played today?', will be UK-specific, rather than a dubbed replica of a European campaign.

Ferrero is also spending £10m on promotional and licensed activity in an effort to further boost sales of Kinder Surprise, which last year grew 8% to £25m [Nielsen].

The company said its increased investment in the brand reflected its growing commitment to the UK. "The quality of the toys has been stepped up which, along with the UK-specific ad, is testament to Ferrero's increased focus on the UK." said Helen Olley, customer development manager.

She would not go into detail but confirmed that Ferrero planned to follow the Kinder campaign with activity supporting other key brands such as Nutella and Tic Tac. It hoped to emulate the success it enjoyed in other parts of Europe, added Levi Boorer, customer development controller.

"The UK has been highlighted as a key opportunity for growth for Ferrero and the roadmap used so successfully in Germany and France will help us find success," he said.

Ferrero has a ­value of £125m in the UK, compared with £1.4bn in Germany and £728m in Italy [Nielsen, June 2010]. The new Kinder eggs will continue to carry an rsp of 65p.