Premier Foods has unveiled a new TV campaign for its Ambrosia Rice Snack Pots range. Attempting to target younger snackers, the advertisements utilises prosthetics to create an ‘Ambrosia’ world in Devon.

The TV advertising campaign runs for six weeks from May 4 and is part of a £10m investment programme, the biggest in the brand’s history. As well as TV, the advertising campaign includes digital, outdoor and press. There will also be a nationwide sampling campaign and in-store support for retailers.

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