Grey offers kids an alternative to favourite foods with Findus ads

Children obsessed by their favourite foods are being featured in a

new print campaign by Findus to promote its Crispy Pancake range of


Mothers with young families are the target of the advertising produced

by Grey Worldwide, London. The work shows images of children with their

faces painted with their three most frequently eaten meals - sausages

and eggs, beef burgers and pizzas.

The ads, which carry the strapline 'Give the kids a break', will run

from the end of this week in titles such as Best, Bella, TV Times and

Women's Own, as well as appearing on supermarket trolleys, the first

time the medium has been used by Findus.

The advertising is part of an effort by Findus to re-establish itself

after parting company from its Nestle parent at the beginning of last


Nestle, which sold the brand to the Swedish investment company EQT, had

planned to phase it out in favour of its Crosse & Blackwell brand in the

UK. Grey was appointed to handle Findus' pounds 10 million pan-European

account in March last year.

John Bacon, the Grey creative director, said: 'The ads demonstrate the

saying that 'if you eat enough of something you'll start to look like

it' in a humorous way.'

The ads were written by Lee Brook and art directed by Juliette Share.

Media planning and buying is being handled by MediaCom.

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