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British food company KP Snacks has debuted its campaign for a new cricket tournament, The Hundred, after it was previously criticized for being allowed to sponsor the competition.
The owner of snack brands including Tyrells, Hula Hoops, PopChips and McCoy’s is the official partner of The Hundred, a 100-ball competition from The England and Wales Cricket Board (ECB) that changes the format of cricket to appeal to younger people.
KP Snacks’ ads will run throughout the five-week tournament, which started on Wednesday after being postponed by a year because of the Covid-19 pandemic.
Entitled “Everyone In,” the campaign’s theme is to inspire families to be more active through cricket.
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