Nestlé UK is launching a GBP6m (US$9.8m) promotional campaign to support the launch of Rowntree’s Randoms.

The campaign will hit screens for five weeks from Friday (5 June) and is designed to illustrate “what happens when people let their random side out”, the company said.

The campaign includes three different creative executions based on everyday situations; a school parents evening, a man giving directions and a football manager coaching his team.

Graham Walker, Nestlé UK trade communications manager, said: “This is a campaign that won’t be missed. The ads are really going to connect with our target audience of 16-24 year olds and will get everyone talking about the launch of Rowntree’s Randoms.”
Available in a 50g impulse bag, Ramdoms are jelly sweets in a variety of textures, flavour and shapes, and are free from artificial colours and flavours.