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Editor's Pick. Fruit Pastille "Chew Challenge" advert

Client: Nestle

Agency: JWT London

Rowntree’s Fruit Pastilles is returning to TV with a new £4m advertising campaign which refreshes the brand’s historic Chew Challenge.

The new TV ad, created by JWT London, launched on March 12 and will run in the UK and Ireland. It marks the return of Fruit Pastilles advertising, which last appeared on screens in 2007.

The Chew Challenge, which has been running since the 1970s, previously featured people doing impressive acts but failing to resist the chew. The new activity focuses on consumers failing to resist the chew despite a highly desirable prize.

The latest TV ad features a roving medieval troupe searching for a man worthy of winning the hand of their fair maiden. Only a man that can resist the chew of a Fruit Pastille will be deemed worthy.

The media planning and buying is via Mindshare.

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