Ferrero is promoting Tic Tac Apple Burst with a £2m marketing campaign targeting consumers aged between 13 and 33.

Kicking off on 21 April with out of home advertising, the campaign will include a TV advert, which debuts on 5 May and video on demand activity.

“By extending our advertising to include ‘video on demand’, we are accessing a different group of consumers and opening the category to a wider range of shoppers,” said Ferrero customer development director Levi Boorer.

“Fruit represents the largest segment of pocket confectionery and is in growth. This trend is set to continue and is the reason we have invested in apple burst. After the success of Strawberry Fields and the flavour being awarded ‘Highly Commended’ at The Grocer New Product Awards, we are continuing to drive fruit flavour innovation to capitalise on the popularity of this trend. We recommend retailers stock up on Apple Burst as well as the core range ahead of the campaign launch, to drive further growth within the pocket confectionery category.”

Pocket confectionery remains an important impulse sales opportunity for retailers and is currently worth £346m, claimed Ferrero. “Since its launch in January, Tic Tac apple burst has performed superbly, delivering 54.5% of absolute category growth in a well-known retailer indicating that Apple Burst will be a popular choice amongst shoppers,” added Boorer.

The campaign will also be supported in store with a range of POS materials specifically designed to drive shoppers to the fixture. This POS includes wobblers, shelf strips and the Tic Tac counter display - an eye-catching tree, designed to capitalise on the highly impulsive nature of pocket confectionery.