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Nestle Rowntree is hoping to seduce mums and their kids with a

mobile Smarties-branded creche that will tour supermarket car parks. The

liveried double-decker bus, kitted out with play equipment and a chute

from the top deck to the bottom, will be staffed by qualified childcare

workers. The tour will start in Doncaster, visiting branches of Asda

before going on to selected Safeway stores. As well as an advertising

vehicle, Nestle will also use the opportunity to distribute samples of

its brands. In the year to September 2001, Nestle spent £1.5m

advertising the core Smarties brand and almost £1m advertising its

Giant Smarties variant. This formed part of a £30m ad budget for

all its confectionery brands.