R&R Ice Cream is spending £1m promoting Fab this year. The campaign is aimed specifically at mums and includes on-pack communication, online activity, advertising and sampling.

The company is bringing back the Fab Tour, which was a success in 2007, which will visit zoos, safaris and theme parks including London Zoo, Chester Zoo and Camelot Theme Park.

Ads will run in women’s magazines and on websites from now until August.

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