KP has climbed aboard on the Harry Potter bandwagon with a £1m Magical' themed ad campaign to back a new limited edition Skips flavour in September. The new Wizard's Wicked BBQ flavour, which introduces a Wizard of Stodge character, will get support from Skips' sponsorship of children's TV channel Nickelodeon this summer. Four ads exclusive to the satellite channel, a presence on the Nickelodeon web site and sponsorship of the channel's outside broadcasts are also planned. Marketing director Mandy Ferguson said the Magical' campaign built on the brand's "fizz, melt" taste sensation and on previous limited edition promotions for Baked Beano and Digitang (Worcestershire Sauce) flavours. She added that the children's snacks sector was driving growth in savoury snacks. {{MARKETING - P&P }}

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