KP Snacks has devised the campaign to raise awareness of Hula Hoops and its core range, which includes XL, Minis and Shoks. It includes three spots featuring Steve Threlfall, an ordinary bloke who only snacks on Hula Hoops. The strategy includes poster, press, internet and in-store activity, all featuring Steve. There will be a webcam on the Hula Hoops website, with internet activity created by Abel & Baker.
The marketing director, Mandy Furguson, said research had shown the campaign would be seen by 80 per cent of the target audience of 12- to 24-year-olds. Media is through Starcom Motive.
The campaign was written by Ben Carey and art directed by Henrik Delehag.
It was directed by Lucas Hammer through Harry Nash.