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New chew challenge

03 March, 2011
Page 48 

Rowntree's Fruit Pastilles will be back on TV screens for the first time in three years in a £4m media campaign. The new ad, which will first air on March 12, will see the return of the 'chew challenge'. It will show a young man attempting to put a Fruit Pastille in his mouth without chewing it in order to win an audience with a princess. But he fails to resist the tempting taste of the 25% real fruit juice in the sweets. The commercial will run on prime-time TV slots and will be supported by a digital campaign to encourage consumers to visit the Rowntree's Facebook page and relaunched website.