Unilever is celebrating the 25th birthday of top-selling ice cream brand Magnum with a £13m marketing investment.

The campaign includes outdoor, cinema, digital, PR and TV activity.

Brand manager Nicola Rolfe says: “Magnum is the UK’s number one ice cream brand, generating an outstanding £147m in value sales during last year. The ad captures the indulgence which consumers associate with the Magnum brand, while communicating the excitement around our milestone birthday.”

The entire Magnum handheld portfolio has also be revamped with a more premium pack design, which features gold accents and imagery of Magnum’s cracking chocolate.