There are a couple of things knocking around that we think work well. Here's one, the new Innocent ads. A good, simple, to-the-point proposition - a healthy way to get rid of hunger (or greed) between meals - which gives the product more of a specific role, and the viewer a different time/reason to buy them. And they're executed with a charm that fits with the brand. What's not to like about that? Also, they use the word peckish. A good grandma word "You know Ethel, I'm feeling a bit peckish, shall we get a couple of scones?" etc.