Just the bear neccesities

The light-hearted ads form part of a national TV and digital campaign

SNACK brand Pom Bear has returned to TV screens with a new advert that emphasises its free-from credentials.

The £1.7m ‘Bare Bear’ campaign comprises a 20 second advert reminding audiences that Pom-Bear is free from gluten, artificial flavours, and artificial colours.

But, in a light-hearted twist, the bears then realise that they are also free from clothes, and are in fact completely naked.

According to parent firm KP Snacks, the playful tone of the advert presents Pom-Bear as a fun snack brand that is perfect for families.

By highlighting the product’s free-from credentials, the ad also raises an issue that is of serious concern to many consumers – with KP Snacks claiming over 15% of the UK population avoids gluten.

The advert, part of a TV and digital campaign, marks the third consecutive year that Pom-Bear has appeared on UK screens.

Developed by creative advertising agency BMB, The Bare Bear Snack campaign has already proven successful in raising awareness and penetration levels.

Pom Bear is currently said to be worth £30m by value growing at 2.7%, a figure that KP Snacks reckons has been boosted by previous campaigns.

Last year’s campaign was followed by an 8.5% sales uplift according to the firm, something the 2018 ad push will be aiming to replicate.

Vijay Bhardwaj, head of marketing at KP Snacks said: “We’re delighted to see the Bare Bear Snack return to television following last year’s successful campaign.

“Pom-Bear is the perfect free-from snack to help retailers to boost their sales among families during the summer season.”

The advert will air until the end of the month.