Mary Carmichael Cadbury's Minirolls ­ the UK's bestselling cake ­ is to get its first TV advertising in six years as it spearheads a relaunch of the brand's cake range. The £1.5m campaign, on screen from September to Christmas, presents the miniroll as a bargaining tool for kids to use to gain power over adults. Targeting five to 12-year-olds, marketing also includes an on-pack Win a Starring Roll' competition kicking off in October. Up for grabs are opportunities to lead out a premiership football team or be a TV presenter or pop star for a day, while as an extra quirky touch, winners must hand over a mini roll to claim their prize. New packaging, which hits shelves next month, features 10 alien-type characters and a bite' device, while pack trays can be converted into door hangers or IOUs. They sport messages such as No miniroll, no access'. A promotion in November will offer one free to bargain with'. A new kids' web site will be up and running in the autumn, with games to win miniroll points to exchange for downloading contracts to bargain with parents. Manufacturer Manor Bakeries said that the heightened profile of Minirolls would drive sales of the rest of the brand portfolio, all of which get new packaging. {{P&P }}