Squashies hit screens as Swizzels launches TV campaign debut

British sweet manufacturer Swizzels has launched its first ever TV advert for Squashies. The advert is the focal point of a new integrated campaign to showcase the full Squashies range and support the nationwide rollout of the Strawberry & Cream flavour.

Running throughout June, the national campaign celebrates Squashies’ position as the No.1 sugar hanging bag brand in the market*

The animated advert features Mr. Swizzels, the company’s popular mascot, who gives a look inside the factory to reveal how the sweets are made.

The campaign which includes 10- and 30-second adverts is airing nationwide and premiered during the final of Britain’s Got Talent.

The sugar confectionery company has also introduced its debut Scottish TV sponsorship for Squashies, set to run throughout the summer and showcased alongside prime STV content in Scotland.

Swizzels has continued to build on the popularity of its Squashies range, opening a new factory last year in Cheshire to meet growing demand. The televised exposure aims to raise the profile of the brand even further.

Senior brand manager for Swizzels, Clare Lynch, said: “We are excited to see Squashies on screen for the first time and feel that the fun, lighthearted animation will resonate well with Squashies’ fans across the nation.

“Squashies were invented in 2012 by taking some of our fans’ favourite Swizzels flavours and creating uniquely soft and foamy sweets. Since their creation, Squashies have continued to grow in popularity and we have responded by adding more fantastic flavours to keep the range exciting and appeal to an even-broader demographic.

“Our TV advert, sponsorship and accompanying social and sampling campaigns are the next step in elevating the Squashies brand even further.

“We encourage wholesalers and retailers to stock up on Squashies in anticipation of the increased demand that will be generated.”

The full Squashies range, including Strawberry & Cream, Original Drumstick, Bubblegum, Sour Cherry & Apple, Rhubarb & Custard, and Banana & Blueberry, is available to purchase now in cases of 12, with an RRP of £1.15.

The TV ad will be amplified by an intensive social media campaign that will run across Swizzels’ channels throughout the summer as well as national sampling activity.

* Source: Circana,Confectionery category, Value Sales 52wks to 21/01/2024, Total Market

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