Kraft Foods is launching a multi-million-pound pan-European campaign for Toblerone through Rainey Kelly Campbell Roalfe/Y&R.
The campaign, which will comprise TV and press work, is timed to launch in time for the Christmas season. It aims to help the chocolate brand, which was launched in 1908, stand out in the increasingly crowded countline market.
The press ads each feature an individual enjoying a Toblerone chunk and show the distinctive chocolate bulge in their cheeks. The 48-sheet and 96-sheet posters will appear in the UK and Canada.
The television campaign comprises three executions. One opens on a bride being escorted down the aisle and, as her veil is lifted, we see a triangular bulge in her cheek.
Another spot shows an imposing board meeting with employees watching their boss as he swings round in his chair to show the same shape in his cheek. A third features a model on a catwalk.
All the spots are shot in black and white, and end with the voiceover 'What?' The ads will initially run in Germany and Switzerland.
MT Rainey, chief executive officer of Rainey Kelly, said: 'Toblerone is a characterful brand recognised around the world. This gives us a great licence to make the triangle a more contemporary icon.'
The campaign was written by Phil Cockrell and art directed by Graham Storey. The TV spots were directed by Kevin Thomas through Thomas Thomas Films, and the press work was photographed by Seamus Ryan. Media planning and buying is through Zenith.