The brand last featured on TV five years ago and will now launch its campaign during ITV’s Good Morning Britain breakfast show. It hopes to target the show’s audience of parents to drive sales of its products with children’s packed school lunches in mind.
The 10-second adverts will run between September and November and will feature the loveable animal characters depicted in the packaging.
The re-launch has also seen the introduction of two new flavour SKUs - strawberry crush and rocky road, two new single bar SKUs and a new logo, all to appeal to modern families and lifestyles, helping to drive growth in the kids cereal bar category (currently worth £62m).
The media investment will also see an overhaul of the brand’s website and social media channels.
Jodie Cavaye, brand marketing manager for Harvest Cheweee, said; “The catchy ads are full of warmth and personality, creating an ‘indulgent’ moment to reflect Harvest Cheweee’s permissible indulgence at snack time. The “Go Gooeee for a Harvest Cheweee” endline further captures the way eating a delicious treat can make someone feel, when taking a break out of their a busy day.”
Other flavours in the range are milk chocolate chip, white chocolate chip and toffe chip. Their RRP is £1.69 a box or 29p per bar.