JWT Supports Nestle Toll House Bars

CHICAGO Nestle is launching new Nestle Toll House Candy Bars backed by advertising from J. Walter Thompson.

The candy bars will hit grocery stores nationwide on Sept. 29, a Nestle brand representative said. Nestle plans to spend $22 million advertising its Toll House brand this year.

JWT’s Chicago office will create several television ads for prime time, cable and syndication that will begin airing in January 2004. Direct marketing efforts will break in October. Creative details were too premature to disclose, the representative said.

The chocolate product will be available in both caramel brownie and cookie flavors and will be sold in resealable stand-up bags and two-piece single bars.

The candy bars were introduced this week at the Food Marketing Institute Show in Chicago.