Munch Bunch TV campaign pushes health benefits

Lactalis Nestlé, the dairy company, is starting a £3m TV campaign to support the relaunch of its children’s brand Munch Bunch. It will focus on the dessert’s health credentials.

The ad, which has been created by Ogilvy Advertising, features a new Munch Bunch gang and a character called Bones, who explains how the Munch Bunch Squashums range contains extra calcium. It claims that by adding Calci it increases the level of calcium in Squashums by 100%.

The range was launched in April as part of an £8m revamp of the Munch Bunch brand. Munch Bunch brand manager Vicky Morgan says: By adding Calci , we are offering mums a range of products with active health ingredients that benefit their growing kids.”

Earlier this month, Munch Bunch became the first channel sponsor of Sky Movies Family also as part of its relaunch.

Lactalis Nestlé is a joint venture between the French cheese and dairy company and Nestlé Chilled Dairy.