The campaign, under the hashtag #SquareYoself, will span a new TV advert, social media and six sheet signage, focusing on the product as an afternoon treat, in time for the back to school period.

Aimee Cowan, brand lead for cereal and cereal snacks at Kellogg’s, said: “We’ve seen a change in what people are looking for in on-the-go and impulse snacks. And we know from our research that there has been an increase in the number of teens buying Kellogg’s Rice Krispies Squares in the last 12 months.  

“We have grown by 5.5% year-to-date. We feel this is the right time to back the brand after a long break and start talking about Kellogg’s Rice Krispies Squares again.”