Cadbury faced hostility - and a sales fall - when it switched out the Dairy Milk chocolate from its Creme Eggs in 2015.

Its adverts (perhaps wisely) never made a big deal about ingredients - so at least it doesn’t have to explicitly address the uproar. Its new push instead tells us ‘it’s Creme Egg hunting season’. This is illustrated by a series of maniacs aboard eccentric vehicles (golf buggies, skates, a mobile hunting lodge) who close in on a vulnerable-looking Creme Egg van to a Ride of the Valkyries soundtrack.

It’s not quite as odd as 2014’s ‘have a fling’ ads, where a man chatted up an egg - but nicely balances the brand’s familiar weirdness with a much-needed clear call to get people actually looking for the product.