The creative has yet to be shot but will follow a "knitted" theme that fits into the overarching Joyville marketing platform. The campaign extended to all its brands earlier in the year, having initially rolled out for Cadbury Dairy Milk.
Cadbury intends its TV activity to cement the confectioner’s relationship with the festive period because, it claims, "almost every family" buys its products at Christmas.
The TV push will involve an increase in media spend across the festive period as Cadbury re-adjusts its strategy, having previously been heavily focused on activity around its Olympic sponsorship.
Cadbury invested significantly in above-the-line marketing for the Games. The activity included the brand's 'Spots vs Stripes' campaign, which received criticism in some quarters for failing to engage consumers.
Shortly before the start of London 2012 the company launched a high profile "unwrap gold" TV campaign to promote its Olympic ticket giveaway.