Toffee Crisp's crunchiness is the focus for a new ad campaign featuring a new animated character. Named Toffee Crisp Cheery Chocolate Chum, the character stars in three ads, in a bar, a cinema and at a pool table. These start on September 3. Each ends with him being squashed, although he is still smiling at the end. The ads have a catchy tune with voiceover by Hugh Laurie. The aim is to to build a "playful personality", according to sales communication manager Graham Walker. The tune will also be sent to 100,000 phone users, along with a message directing them to a micro-site to download the ringtone and win chocolate. {{MARKETING - P&P }}

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