Jacob's is backing the launch of a bite-sized version of its veteran savoury biscuit brand Tuc with £2m, the brand's biggest marketing spend yet.
Activity is set to include its first TV advertising for 25 years.
Rolling out now, the new sesame seed flavour snack, which retails at 82p, comes in a bright yellow and orange 150g box featuring a new logo and a pop-up mechanism.
It is targeted at parents in the 25 to 45-year-old group.
Advertisements are due to hit the small screen at the beginning of June for a month, with a second burst scheduled for September.
Other activity includes instore promotions and sampling which is timed to coincide with the TV campaign.
It will involve a team touring retail outlets in a mini Tuc truck and distributing packs sporting money-off vouchers to around half a million shoppers.