Chupa Chups' Hedgehog will be at large from February 10 as frontman for the sugar lollipop brand's 2001 ad campaign, which is due to top last year's £1m budget. The ads feature the short-sighted hedgehog falling in love with a Chupa Chups display pack, which, when full of lollipops, resembles a hedgehog. The TV ad runs until the middle of March on terrestrial and satellite channels, while a schools' postcard campaign targets 11 to 16 year olds throughout February. Bus sides in major UK cities will carry the ad from mid February for six weeks. Marketing manager Mark Stangroom said the hedgehog packs attracted children. "Our aim is to see the Chupa Chups hedgehog pack in every confectionery outlet in the UK." {{P&P }}