Fast-growing kids’ brand Bear is launching the first TV ad campaign for its Alphabites cereal.

Airing from this month across Disney Channels and Sky Media’s kids’ portfolio, the animated creative will run alongside ads for its the brand’s YoYos snack

The 30-second spot was produced in-house by Disneymedia+, Disney UK & Ireland’s integrated ad sales, promotions and marketing arm. It breaks as the brand rolls out to 500 Tesco stores nationwide. It is already listed in Sainsburys, Asda, Ocado, Waitrose and others.

The Alphabites TV push is part of £2.5m campaign that will include: print ads in titles including Toxic magazine; a digital partnership with Mumsnet; activity on Twitter and Facebook; instore and online activation across supermarkets and online retailers; sampling at festivals; new collectors’ cards in YoYos to mark the back to school period.

Bear founding partner Giles Brook – named entrepreneur of the year at The Grocer’s 2014 Gold Awards – said he hoped Bear would take the top spot in kids’ fruit snacking by the end of next year.

“We have always had the consumer at the heart of our business and launching into cereals with Alphabites felt like totally the right thing to do and it is great to see our first ever Alphabites above-the-line campaign,” he added. “Our ‘no nonsense’ messaging will be at the heart of the campaign while communicating the playfulness of the brand. To see Bear animated for the first time has been brilliant.”