SilverSpoon to back low-cal version with £1m TV launch spot

SilverSpoon is backing the launch of its low-calorie sugar variant, SilverSpoon Light, with a £1 million TV commercial created by Walsh Trott Chick Smith.

The ad, which breaks on 6 September, targets housewives. It features three mean-looking, overweight rappers from Los Angeles enjoying a traditional English tea in a Cotswolds cottage.

The rappers sing about how they are going to "swap the streets for the galleries and switch to the sugar that's got fewer calories" to show how they are lightening up.

The product is being positioned as a granulated sugar but with 25 per cent fewer calories.

The ad will run nationally on terrestrial and some cable and satellite channels. Media is by Mediaedge:cia.

The ad was written by Dave Trott, art directed by Gordon Smith and directed by Dougal Wilson at Blink.

It is the first time SilverSpoon has advertised for 20 years. Its last campaign, in the 80s, featured a strawberry crying until it was sprinkled with sugar.

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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).