Mini Babybel is back on TV in an ad that features a new character — ‘the SuperCheese’.

The campaign includes cinema ads until September, digital activity and in-store promotions.

Steve Gregory, marketing director for Bel, said: “We are dedicated to category growth and are heavily investing in advertising to ensure consumer demand is at an all-time high.”

The campaign follows the brand’s Red Nose Day support earlier in the year, which encouraged shoppers to upload their photos online and have their faces printed on customised Mini Babybel Cheese.

Mini Babybel donated 25p every time the activity was shared on social media.