The ad will run for eight weeks from 11 February on ITV, Channel 4, five and multi-channel.
Jaspal Chada, the marketing director at Burton's Foods, said: "Chocolate biscuits are driving the sector, and Cadbury is ideally positioned to capitalise on this growth trend. With this investment the range will bring new consumers to the sector and continue our current rate of growth."
Adam & Eve, which was founded by the ex-Rainey Kelly Campbell Roalfe/Y&R management team James Murphy, David Golding and Ben Priest and Naked's Jon Forsyth , bagged the Burton's Food-produced Cadburys Biscuits account after a pitch against undisclosed agencies. The incumbent, Bartle Bogle Hegarty, did not repitch.