Nickelodeon characters to appear in Kidsnax health-promotion ads

Viacom Brand Solutions (VBS), the sales house for MTV, VH1 and Nickelodeon, has struck a “pro-social” ad deal with Kidsnax, the healthy snacks company.

The snacks range, which includes slices of banana, raisins and seeds, is due to launch this month and will use Nickeloden characters, such as Dora the Explora, SpongeBob Squarepants and Jimmy Neutron, on its packaging. The range aims to use cartoon characters to promote healthy eating.

The partnership marks VBS’s second signing for its Force for Good initiative, which sees the sales house match airtime pound-for-pound across its channels from pro-social advertisers (MW November 22). The Department for Communities and Local Government launched a fire safety campaign across the network last month (MW February 28).

A support campaign for Kidsnax will launch in May and will run across the Nickelodeon portfolio of children’s channels. The campaign, created and planned by VBS, will use the Nickelodeon characters to drive awareness of products including the Real Fruit Bars.

The sales house is also understood to have signed the Good Natured juice company to the initiative. The soft drinks brand, which launched last month, is a concentrated formula, which it says reduces its carbon footprint because it cuts down on packaging.

VBS managing director Nick Bampton has been vocal in his opposition to ad bans and single-issue lobby groups. However, he adds that the industry has a role in promoting advertising’s role in society and wants to encourage brands in areas such as hybrid cars and energy efficient products to consider TV advertising.