Leaf UK is putting £3m behind its kids' confectionery brand Chewits, with activity set to include new TV and cinema ads.
The commercials will feature brand character Chewie the Chewitsaurus in a new adventure.
Due to hit screens in late August to coincide with the back-to-school period, they will run until Christmas.
The brand is also sponsoring the log flume rides at Blackpool Pleasure Beach and Pleasureland Southport during the summer.
Other support includes sampling at major family events, such as county shows, and covermount promotions and competitions in key children's titles.

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