Nestlé invites fans to be part of new Milkybar campaign

Nestlé is promoting its new variant, Milkybar Raisin & Biscuit, by offering adults the chance to participate in an ad campaign by impersonating the Milkybar kid.

Milkybar: Nestlé launches ungrow-up campaign
Milkybar: Nestlé launches ungrow-up campaign

The "Ungrow up" campaign, created by WPP-owned Santo, launches today (2 August) with a range of television spots, outdoor advertising and a major digital campaign.

Nestlé claims that it will be its biggest spend on a Milkybar campaign to date.

Initial activity centres on encouraging members of the public to compete for the chance to feature in the next "Ungrow up" ad by uploading their impersonation of the Milkybar kid to the website, milkybar.co.uk.

To help their impersonation the Milkybar kid's famous glasses and hat will be superimposed on their face via an online audition process. As part of the campaign, Nestlé has created a downloadable "make me famous" social media guide for entrants to promote their audition tapes.

A spokesman for Nestlé said: "There is a MilkyBar kid in all of us and we hope that Milkybar raisin and biscuit will encourage all adults to join the 'Ungrow up' campaign."

The previous incumbent on the Milkybar account was JWT.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).