Sophie Ellis-Bextor is helping Wrigley with its new campaign to encourage more people to buy chewing gum.

The singer-songwriter will encourage parents to get their children to chew sugar-free gum as part of the ‘chew o’clock challenge’. The activity, which runs across Extra’s Strawberry and Bubblegum flavours, calls on families to chew together at 4 o’clock, which the manufacturer said is the time when teeth are most at risk from food.

The consumer PR campaign involves Ellis-Bextor giving interviews with consumer press and radio. The campaign will also benefit from four weeks of national radio ads.

Sue Cobbledick, oral care marketing manager for Wrigley, said: “This campaign will boost awareness of oral care, especially for children, and show how chewing sugar-free gum after snacking can help protect teeth.”