Chewie the Chewitsaurus makes his comeback after a two-year absence in a cinema campaign produced by Brahm, its first since the Leeds shop picked up the creative assignment on the account earlier this year.
The reintroduction of the character in a "cooler" form is part of an attempt by Leaf UK, the brand's owner, to retain its loyal following among six- to ten-year-olds while broadening its appeal to young teens.
A 40-second spot, produced by Tandem Films, will run nationally for six weeks. The film features Chewie among animal wannabes who are auditioning to be the new face of Chewits.
All fail to pass the test and the dinosaur reclaims his place as the brand's star. The endline is: "For monster chewers only." Media is by Feather Brooksbank.
The dinosaur was last seen in a 2001 TV campaign by Banks Hoggins O'Shea/FCB, which featured the strapline: "Chew Chewits coz Chewits do it."
Advertising support for the brand dwindled to almost nothing and Leaf and BHO parted company at the end of last year.