Pom-Bear snacks will appear on the nation’s TV screens and reveal the naked truth behind the brand’s success.
The launch is being supported by a £1.5m investment starting on May 2, for a five week TV campaign, followed by social and digital activity throughout the summer.
Bringing the brand’s distinctive teddy bear shape to life, the 20-second ad conveys a tongue-in-cheek exchange to deliver the important information that each pack is gluten-free, less than 100 calories and contains no artificial colours or flavours. The new creative ends by showcasing the full range of three flavours: original, cheese & onion and salt & vinegar.
The snacks are available in 19g handy packs (rrp £0.49), 7 x 15g packs (rrp £1.70) and 14 x 15g packs (rrp £3.59).
KP snacks trading controller convenience Matt Collins said: “We are really excited to give Pom-Bear the spotlight it deserves to drive awareness and inform mums of its permissible qualities, in a fun and engaging way unique to the brand.
“Worth almost £30m in retail sales value, we know that those who buy Pom-bear are extremely loyal, with an impressive repeat rate of 50%. Kids will want to eat them, mums will want to buy them and we therefore recommend retailers stock up to prepare for increased demand.”