Confectioner Bendicks of Mayfair is to splash out £6m on a boiled sweet TV launch campaign.
Campino will be rolled out in May, in what Bendicks says is its biggest ad drive.
The sweet is being manufactured by Bendicks’ German parent company Storck, which also produces Werther’s Originals and Riesen chocolate chews.
Campino will be available in two flavours: strawberry & cream and orange mandarin & cream. The sweets will be individually-wrapped sticks costing about 80p, with 200g bags priced at £2 each.
Bendicks plans to spend £6m on TV advertising on major UK and Ireland terrestrial and satellite stations over a year, with the campaign breaking in June.
The company is seeking a marketing director following the departure of Neil McIntosh to rival Ferrero UK last year (MW November 25).
It is believed an agency has already been appointed to handle the creative and media business for Campino. Leagas Delaney is the creative agency for Bendicks and MSB Media handles media buying for the brand.