Building on previous campaign lines, '#custardmakesitbetter' will be used in all communication alongside typography, colours and engaging visuals.

"First Choice custard is a well-loved product, and we want to create a community and following around the brand and its campaigns in order to create talkability," says Lauren McNish, the Boomtown account director who oversees the First Choice/Woodlands Dairy account.

"Our character will be placed in different scenarios consoling different winter desserts, playfully making them better," adds McNish.

The campaign includes creating point of sale as well as a competition to win cash prizes. "It is envisaged that the First Choice custard character will become a brand mascot," says McNish.

"We will be giving him a real persona that has infinite longevity, placing him in different scenarios and developing his role within the brand," McNish concludes.

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