The ‘Land of Intensity’ creative, which features a fictional world where strong, muscle-clad men strain to produce juicy flavours, will run for the next 15 weeks.
The advert follows a TV campaign last year, which featured singer Michael Bolton serenading an orchard of Starburst fruits.
“Starburst sales continue to grow, with the brand now worth £23.5m and growing at 2.2% YOY,” boasted Tony Lorman, confections business unit director at Starburst owner Wrigley.
“This new TV ad represents the highest media spend for the brand in recent years, and will work to generate maximum exposure among consumers, providing retailers with an additional opportunity to drive sales.”
Sugary crackdown
In a refresh of its range, Starburst will also launch three reduced sized packs to retailers this year.
Over recent years, confectionery brands have had to re-evaluate the size of products following a government crackdown on sugary items and the perceived link to rising obesity rates. Chocolate bars such as Mars and Snickers have cut product size by over 50%.
Supermarkets such as Tesco, Lidl and Aldi, meanwhile, have all introduced healthy checkouts – till areas which don’t feature unhealthy food types.
Tesco is currently trialling a health and wellbeing initiative in four of its stores under the Nutricentre brand it bought in 2001, featuring healthy food offerings and health tours for customers. Tesco will roll out the initiative to all 400 of its Nutricentre locations if it’s a success.
Asda, meanwhile, recently announced it will remove more than 3.5 billion calories of sugar from its own label soft drinks, reducing the added sugar by 22% by May 2015.
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