Nestlé ¨as lifted the lid on its first TV campaign for newly acquired kids' fromage frais brand Munch Bunch.
The ad, which is part of an integrated marketing campaign, carries a £5m budget  the brand's biggest yet  and marks its first small screen appearance in five years.
Breaking next week, it will hit children's national and regional prime-time TV and cinemas.
It features a small boy who becomes an animated character as soon as he takes a spoonful of Munch Bunch. He is transported into a world of magical fruit trees, milk mountains and bouncing cows to have adventures with the three brand characters, Sally Strawberry, Rozzy Raspberry and Andy Apricot.
Other activity includes the launch of two products  Fromage Frais with a Fruit Puré¥ centre aimed at very young children, and Bubbly, a fromage frais mousse targeted at two to five-years-olds.
Packaging has had an overhaul and now sports updated graphics, while the brand characters have revamped images. A targeted support programme of on-pack promotions and trade activity is also planned.
Linda Evans, head of marketing for Nestlé ƒhilled, said the developments showed the food giant's commitment towards Munch Bunch which it bought from Northern Foods subsidiary Eden Vale in April this year.
"We want the trade to witness how serious we are about putting real investment behind this brand," she said.
Evans also said Nestlé ¨ad improved quality and had based innovation around consumer demands. "We are aiming to create a dominant player in the sector through differentiation," she added.
{{MARKETING }}
The ad, which is part of an integrated marketing campaign, carries a £5m budget  the brand's biggest yet  and marks its first small screen appearance in five years.
Breaking next week, it will hit children's national and regional prime-time TV and cinemas.
It features a small boy who becomes an animated character as soon as he takes a spoonful of Munch Bunch. He is transported into a world of magical fruit trees, milk mountains and bouncing cows to have adventures with the three brand characters, Sally Strawberry, Rozzy Raspberry and Andy Apricot.
Other activity includes the launch of two products  Fromage Frais with a Fruit Puré¥ centre aimed at very young children, and Bubbly, a fromage frais mousse targeted at two to five-years-olds.
Packaging has had an overhaul and now sports updated graphics, while the brand characters have revamped images. A targeted support programme of on-pack promotions and trade activity is also planned.
Linda Evans, head of marketing for Nestlé ƒhilled, said the developments showed the food giant's commitment towards Munch Bunch which it bought from Northern Foods subsidiary Eden Vale in April this year.
"We want the trade to witness how serious we are about putting real investment behind this brand," she said.
Evans also said Nestlé ¨ad improved quality and had based innovation around consumer demands. "We are aiming to create a dominant player in the sector through differentiation," she added.
{{MARKETING }}
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