The agency has been briefed to run the company's press office and campaigns with the key objective of raising the profile of the Honey Monster among its target audience of seven-to-12-year-old boys and parents.

77 will also run the press office and campaign work for family snack bar Harvest Cheweee and other key brands in the Halo portfolio.

Barbara Down, head of marketing at Halo Foods, said: "We appointed the team at 77 based on their thinking, creativity, realism and, importantly for us, chemistry. Their enthusiasm shone through and I'm very much looking forward to building our brand presence and share of voice across the portfolio together."

Isabel Wood, associate director at 77, said "The scope of work within these brands is really exciting. From product placement and experiential campaigns to iconic character publicity and behaviour change programmes, 77 has a lot to get its teeth into. To be working on such an iconic brand as the Honey Monster is a dream come true for the team."