UK confectionery group Cadbury is planning to launch a marketing drive across its key brands this spring.

While a spokesperson for the company declined to comment on the budget for the cross-brand promotion, she did indicate that Cadbury hopes that the drive will increase consumer awareness and sales of Cadbury's core brands.

The advertising push will focus on "bringing new life to the pleasure of spring", Cadbury said. It will include on-pack design, advertising and new product launches.

The company also unveiled plans to reduce packaging across its core brands for Easter, in accordance with its "Purple goes Green" initiative. It is aiming to reduce medium-shell egg packaging by 25% and large-shell packaging by 30% this year.

"Medium- and large-shell eggs are real volume drivers with Cadbury having a 36% share of the shell eggs category, so reducing the packaging for these products can have a genuine impact," Kate Harding, Cadbury trade communications manager, said.