Nestle Rowntree is to launch its limited edition Toffee Crisp Coconut bar as a permanent line and is backing the snack's roll-out with a national poster campaign created by Roose & Partners.
The Coconut variety is the latest extension to the Toffee Crisp brand, which has already extended to the launch of Toffee Crisp Clusters, again through Roose & Partners, in 1999. The agency has handled the pounds 3 million Toffee Crisp business since 1993.
The six-sheet poster execution, which breaks on 12 March, features a shot of a man's hair combed upwards to form the shape of a coconut husk.
The campaign, which was planned and bought by MindShare, will run across 4,700 UK sites.
The ad was written and art directed by Matt Bartley and Guy Gumm at Roose & Partners.