Masterfoods will be reminding consumers that Maltesers are less than 190 calories a bag in a funny new TV ad. The £2m campaign will reassure consumers that Maltesers are the ’lighter way to enjoy chocolate’. It will be supported by wider PR activity.

Meanwhile, in its first ever TV link-up, the Bounty brand will sponsor the new series of ITV1’s Love Island.

This will be supported by in-store activity including POS material, as well as online PR and radio advertising.

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