The summer-long programme is expected to reach 90% of the brand’s target audience.
A TV ad with the strapline Welcome to the Family, which first aired last summer, will run on digital networks for Channel 4, Channel 5, Sky and ITV including channels ITV2, ITV4, E4, Dave and Sky Living for four months throughout the summer, starting in June.
It will also appear on cinema screens for the first time from April 6.
Managing director Matthew Showering said: “We’re confident our latest commercial will look great on cinema screens. It really lends itself to cinema with the exploding fruit, festival scenes and powerful music. Cinema is a great fit for our audience and a channel we have wanted to test for a while – we feel it will complement our TV advertising perfectly.”
The campaign will also run online, with online fans having the chance to create a bespoke Brothers T-shirt which they can then buy through an online store, and to take part in a personality test to find out what their “flavour tribe” is.