Honey Monster Foods 'Honey Waffles' by Rainey Kelly Campbell Roalfe/Y&R

The iconic Honey Monster is returning to UK TV screens for the first time since 2008 to help promote the Honey Waffles cereal brand.

The TV ad, the first created by Rainey Kelly Campbell Roalfe/Y&R since it won the business in March, sees the mascot cause chaos in someone’s house as he searches for his beloved Honey Waffles.

As the owners return home, the Honey Monster quickly hides, and the resulting mess that has been caused is instead blamed on the family dog.

The spot ends with the mascot whispering the iconic line: "Don’t tell ‘em about the honey, mummy", a nod to the brand’s original 1970s endline.

Garth Jennings, the man behind Hitchhikers Guide to the Galaxy and Son of Rambow, directed the ad.