McVitie’s and KP Snacks have teamed up to launch a £1.5m TV campaign to back the Free Maths Stuff for Schools on-pack promotion. The scheme – run in conjunction with Trinity Mirror Newspapers – will provide free maths equipment for UK and Irish schools, with tokens appearing on various McVitie’s and KP brand packs. Publicis has created four ads featuring a cheeky schoolboy called Ollie, who disobeys his teacher. The campaign, which breaks on January 17, carries the strapline: “Collect tokens now and help make learning maths fun!”. Media buying is being handled by Starcom.