The return of Cadbury Creme Egg is being supported by a £5m marketing campaign.

Outdoor posters form the first part of this year’s promotional push and show giant Creme Eggs crash landing on earth. This will be followed by new Coronation Street advertising, while the eat it ’my way’ TV ads will be back on screen in February. There will also be a range of digital advertising, interactive gaming and online sponsorship.

The brand has a 78% share of the filled-egg market. Mike Tipping, head of customer relations at Cadbury, says: "No other filled egg looks like it, tastes like it, or delivers the huge profit opportunity. The new campaign will add fun and vitality to this seasonal favourite."

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