Hula Hoops is back on TV screens with a creative that aims to remind consumers of how much they love the iconic hoop-shaped snack.

On air now, the 30-second clip uses the strapline ‘Sorry! I’ve got my hands full’ which is at the heart of the new creative, playfully reminding adults of the fun of placing hoops on each finger. Reaching 86% of households with kids, the advert aims to reignite the feeling of nostalgia, yet modernise the £90m family-favourite brand to better appeal to adults.

Timed to coincide with standout new packaging, the advert will be on air at peak times across terrestrial and digital channels throughout March. The brand took part in a major ad break takeover of Channel 4’s The Jump, with Hula Hoops on air for almost two minutes, on March 5. Part of a £3.5m marketing campaign, the ad is being supported with targeted digital and social media activity, as well as bespoke activations in multiple grocers, convenience stores and cash and carry depots to maximise visibility in-store.

Jeff Swan, marketing director at KP Snacks, said: “2017 is going to be an exciting year for Hula Hoops as we heavily invest in the brand. We have a credible track record of driving brand value with targeted, integrated campaigns that incorporate TV, in-store and promotional activity to ensure our brands are visible at every consumer touch point. In fact, using this strategy we have experienced sales uplifts for McCoy’s (29%) and POM-BEAR (27%) during their recent campaigns. Hula Hoops will be the next of our brands to benefit from this approach.

“Hula Hoops is eaten by 1.9million consumers every week, with three packs bought every second in the UK (Nielsen MAT 03.12.16). We all grew up putting hoops on our fingers and our new TV advert aims to emphasise the brand’s fun personality to broaden our appeal to adults.”

The brand’s pack refresh has been launched to bring a modern new look to the entire range and help boost appeal at point of purchase and improve stand out on shelf.