Two 10-second ads will broadcast on television, starting from April 5. In one, for Tuc original, a pack of Tuc biscuits is shown floating in space to demonstrate the new, lighter texture.
The second ad is for Mini Tuc and is set in the desert where the sand is ordered to "open sesame" revealing a box of Mini Tuc. Both ads feature the endline "Tuc, tuck in". Harry Hill was chosen to do the voice over because his voice captures the cheeky, fun personality of the brand.
Joanna Simmonds, Tuc brand manager, said: "Tuc already has 90% awareness among consumers so our main object is to convert awareness into sales. As 30% of Tuc's current consumers are kids we particularly want to reach families and mums who buy 'snacks for the cupboard' and tap into the 拢4bn lunchbox market."
Media planning is by Starcom Motive and buying is through Carat. The ad will appear on ITV, Channel 4, Five and satellite channels.
Tuc originated in Belgium in the 1970s and is now a global brand with 拢12m in sales. There are now two new variants -- Mini Tuc, launched in June 2003, and Tuc Sandwich Multipack, biscuits with cheesy creamy filling, is set to appear in stores this month.
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