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Animated chocolate construction workers are used to herald Russell Stover’s entry into the single-serve candy bar arena in a $17 million campaign from Bernstein-Rein.
The workers make their first appearance in a TV spot that breaks nationally July 12 touting the company’s new peanut butter and jelly cups, which are co-branded with Welch’s jelly. In the 15-second spot, the workers roll the cups out of their wrapper and construct oil derricks to mine the jelly inside.
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