Sugar Puffs awards TV brief to Bray Leino
Sugar Puffs has hired Bray Leino as its creative shop as it plots its return to TV in September using brand icon the Honey Monster.
The ads will be Sugar Puffs' first TV activity since it was acquired by
Big Bear last year. They will support the breakfast cereal's current
£3.5m campaign to promote the natural goodness of honey and the
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The controversial honey bee activity includes a schools education
programme, encouraging children at 5000 primary schools to create
bee-friendly habitats. It has signed up BBC wildlife presenter Bill
Oddie to visit schools during June and July to talk about how children
can help the honey bee.
Such in-school sponsorship has attracted criticism from consumer groups.
Which? is currently encouraging parents to fight against the promotion
of unhealthy foods in their community with an online toolkit that
reveals some of the tactics companies use to target children including
school activities.
National Schools Partnership chief executive Mark Fawcett has defended
the tactic, with the proviso that brands must be honest about what they
are doing and that their activities benefit schools and families.
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