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Kellogg's heavyweight marketing campaign for its Real Fruit Winders

confectionery brand is set to enter a new phase with the launch of a

television ad starring the cartoon characters created for the brand, the

Chewchat Gang.

Real Fruit Winders has proved to be the fastest-selling of all Kellogg's

convenience products, which also include Nutri-Grain and Cereal & Milk

bars. More than 22 million boxes have been sold since Winders launched

in January.

Kellogg earmarked pounds 6m for the brand in its first year, and

embarked on a multimedia marketing campaign featuring the Chewchat Gang,

the cartoon characters developed by Cake Media that feature on the

Winders packaging and web site.

The first TV ads are due to break next month. The two animated 30-second

films, by Leo Burnett, depict fruits being captured, squashed, and

stretched into long strips by the Chewchat Gang.

The brand has also executed a number of guerrilla marketing stunts, such

as dumping tonnes of blackcurrants on a garden in Norfolk.