Lactalis Nestlé will launch an advertising campaign for its Munch Bunch Huge Tubes, debuting the new product line on UK television screens.
The creative, designed to leverage the unique Huge Tubes format, follows a skating race between the range’s fruit heroes, who battle it out to reach the top of the Huge Tube. Developed by Ogilvy Paris, it capitalises on the communication platform first developed to relaunch the Squashums brand in 2014 and will premiere this month.
FoodBev first reported on the launch of Squashums Huge Tubes, with 50% more fromage frais than previous handheld fromage frais tubes, in January.
The commercial will run for three months in the UK across a number of children’s television channels – including Nick, Cartoon Network and Disney Channel.
Marie-Laure Danican, brand manager for Lactalis Nestlé Chilled Dairy, said: “Handheld is an important sector and we have identified a clear gap in the market with Huge Tubes. Our brand new TVC demonstrates our confidence in the product and forms a key part of a 360° marketing campaign to raise awareness and inform parents of this innovation, including PR, social media and POS.”
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