Swizzels Matlow plans to put its Love Hearts fizzy sweet stalwart on television for the first time in 20 years.
The company intends to spend an undisclosed but “substantial” sum promoting the brand in the run-up to next year’s St Valentine’s Day.
Advertising will break in mid-January across seven key kids’ satellite channels, aimed at capturing the imagination of its core four to 14-year-old market.
It will be used to promote a major on-pack promotion running across seven million packs where consumers will be asked to look for one of 10 golden tickets.
Lucky winners will be treated to a Willy Wonka-style tour of the
sweetmaker’s factory to see how it puts the fizz in its sweets, as well as a holiday to Euro Disney for all the family and the chance to become an official sweet taster for a whole year.
Associate communications director Andrew Matlow said the aim was to build on the brand’s £7m sales base and improve even further on the 300%-400% sales rise that it experiences around St Valentine’s Day.
He said: “We believe this promotion will work really well for us.”