Bahlsen is bringing back Pick Up’s “chocolate that demands respect” TV ad this weekend, running until February 27.

The campaign is part of Bahlsen’s £4m marketing investment for the biscuit brand. The campaign includes price promotions across the trade, activity in cash & carries and wholesalers, social media and PR.

Julien Lacrampe, Bahlsen trade marketing manager, said: “Within its first year Pick Up delivered more than £2.6m in sales, and with Pick Up Black ‘n’ White, which launched in October, we are expecting to see sales rise significantly to £5m.”