J. Walter Thompson London has created a series of ten sponsorship idents in which the family of Rowntree’s sweets are the stars of the show.

The films bring together the worlds of film and confectionary in extravagant ‘rider’ requests from demanding, fictitious films stars. Everything from Fruit Pastille towers to flattering Jelly Tot portraits are catered for to massage actor’s egos and satisfy their appetite for all things Rowntree’s.

The campaign is designed to build on the fun side of the brand and remind people that everyone needs a bit of Rowntree’s-ness every now and then. It also aims to increase awareness of the 5 core sub-brands in the Rowntree’s family (Fruit Pastilles, Randoms, Fruit Gums, Tooty Frooties and Jelly The 12-month campaign launches on 11th May 2015 on TV and will be supported in social – in particular through the launch of a new Rowntree’s brand twitter - and by OOH.