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The campaign, which follows a revamp of the Leaf UK-owned brand's packaging, will include TV, online activity and a text message promotion.

Chewits has experienced a sales slump over the past few years, registering a 17% drop to £44m in 2004 from £53m in 2002, according to Mintel.

The TV ads, which break next week on children's satellite channels and run until the end of October, are based on the idea of the 'face-distorting excitement' created by chewing the sweets.

Two animated spots, one for the original flavours and one for the brand's Xtremely Sour variant, show a boy putting a Chewit into his mouth. As he begins to chew, there is a brief moment of calm before his mouth widens into an over-sized grin. When he starts chewing one of the sour chews, his face contorts inward and his head shrinks into his neck.

Created by WARL marketing group, both ads, which also feature brand character Chewie the Chewitsoarus, end with the line 'There's no escaping the chew hit'.

Nationwide sampling and an on-pack promotion will support the campaign, offering holidays and other prizes for children and parents.

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