Cadbury is set to launch its new Easter TVC on Sunday featuring a BMX-riding Easter bunny.

In the latest chapter of the campaign, created by Saatchi & Saatchi, it’s revealed that the atypical Easter bunny hails from the mythical city of Joyville.

CGI technology was used to create the photorealistic 3D computer generated bunny.

The new TV commercial will be supported by a fully integrated campaign including in-store, out of home, online and Public Relations campaign.

The Joyville campaign revitalised the Cadbury brand when it launched last year. Market share for Cadbury Dairy Milk has risen by over 10% since the launch of the campaign, a six year high for the company, while return on investment has been 30% ahead of budget.

The company also experienced double-digit revenue and profit growth for Cadbury Dairy Milk in 2012.

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