Cadbury Creme Egg has unveiled its first new creative campaign in four years. Under the platform “It’s Creme Egg Hunting Season”, the 30-second TV ad will premiere on 4th January and viewers nationwide will be able to see it during The Voice Special on 7th January.

The new campaign involves a £4m investment from the brand and will span across TV, social, experiential and PR. It is part of a wider £10m investment from Cadbury across the 2017 Easter season.

Retailers can also benefit from the return of Cadbury Creme Egg’s Gooless promotion for 2017, which is exclusive to the convenience market. Running from 1st January until Easter Sunday, one consumer every day will unwrap a gooless Creme Egg and win up to £1,000. The prize will then be matched for the relevant retailer with either stock vouchers or Love2Shop vouchers.

The brand is also giving retailers another chance to win in the lead up to the spring season with its ‘Take a Shelfie’ competition. For the chance to win up to £250 in Love2Shop vouchers, retailers need to upload a photo of their Gooless Cadbury Creme Egg display before 31st March 2017 on the website listed below to be entered into the prize draw.

Hortense Foult-Rothenburger, senior brand manager for Cadbury Easter, commented: “Every year, Cadbury Creme Egg devotees tell us how excited they are that Cadbury Creme Eggs are back on shelves, and the success we’ve seen in 2016 is testament to the fact that fan’s love for the product has not waned.

“We have incredible plans for 2017 and are more excited than ever to kick it off with our brand new creative; It’s Creme Egg Hunting Season.”