Cereal bar brand, Harvest Cheweee, will amplify its recent brand re-launch with a prominent TV advertising campaign, as part of a £1.1million media investment over the next 12 months.
The brand, which last featured on TV five years ago, will be launching its new campaign during ITV’s Good Morning Britain. The adverts are designed to catch the attention of parents packing their kids’ lunchboxes for the day ahead, to drive further purchasing occasions at a key time of year when kids are going back to school.
Jodie Cavaye, brand marketing manager for Harvest Cheweee, commented; “The catchy ads are full of warmth and personality, creating an ‘indulgent’ moment to reflect Harvest Cheweee’s permissible indulgence at snack time. The “Go Gooeee for a Harvest Cheweee” endline further captures the way eating a delicious treat can make someone feel, when taking a break out of their a busy day.”
The ten-second advertisements will run between September and November to drive awareness of the brand’s recent re-launch, by introducing the loveable animal characters who feature in the new packaging design. The re-launch has also seen the introduction of two new flavour SKUs, two new single bar SKUs and a new logo, all to appeal to modern families and lifestyles, helping to drive growth in the kids cereal bar category (currently worth £62m).
Jodie, continued; “We’re thrilled to see Harvest Cheweee back on television screens and this is just the start of an exciting programme of integrated activities we have planned in the run-up to next summer.”
As part of the media investment, Harvest Cheweee is also giving its website and social media channels a complete overhaul, helping to position the brand as the #1 choice for parents, buying for kids of all ages.
The Harvest Cheweee cereal bars, which include the two new flavours; strawberry crush and rocky road, as well as milk chocolate chip, white chocolate chip and toffee chip as part of the core range, are on shelf in all major retailers, with an RRP of £1.69 per box (eight individually wrapped 22g bars) and will be appearing in the convenience channels as a single bar, in a 29p price marked pack.