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By Gillian West, Social media manager

August 15, 2014 | 2 min read

Family food brand Bear is to air its first TV advertising campaign across Disney Channels and Sky Media’s Kids Portfolio targeting children and mums during the back to school period.

The campaign, promoting the brand’s new Alphabites cereal, aligns with the roll of out the product in over 500 Tesco stores, and supports existing distribution in Sainsburys, Asda, Ocado, Waitrose and others.

The integrated ad sales, promotions and marketing solutions arm of Disney UK & Ireland, Disneymedia+, produced the 30 second ad which features a redesigned and fully animated Bear character.

Giles Brook, founding partner at Bear, said the cereal launch “felt like totally the right thing to do”.

Of the campaign, which was animated by Picnic and voiced by X Factor announcer Peter Dickson, he said: “It has been great to work with the Disneymedia+ to bring this to life. To see Bear animated for the first time has been brilliant. We understand the pressure mums are under to achieve the best balance between happy and healthy and wanted our ads to communicate this whilst still being fun for children and make them laugh.”

The TV push forms part of a £2.5m nationwide campaign that will span print, digital, PR, social media, partnership, in-store and sampling activity. Bear is also running ads for its YoYos range which will run alongside the Alphabites creative from this month (August).

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