KP is backing its Hula Hoops snack brand with a new £3.5m advertising campaign which plays on the current fascination for celebrity. It features an ordinary Hula Hoops fan called Steve Threlfall who is sponsored by the brand without knowing it and is perplexed by the film crew following him around everywhere. Three TV ads, which hit screens from August 12, form the focal point of the campaign and the theme is picked up across press ads and posters. Additional support will include information about Steve and his career to date on the brand's web site. All Hula Hoops cases will feature a sponsor of Steve Threlfall' tagline. KP's intention is to raise the profile of all four of the Hula Hoops portfolio. Mandy Ferguson, marketing director said the campaign had been designed to suit the "mischievous" nature of the brand and had been a "huge success" in research among 12 to 24-year-olds. "The humour will really appeal to our target market," she added. The company estimated that the campaign would be seen by more than 80% of the target market. {{P&P }}

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