The summer campaign, which was created and delivered by Carat, Isobar and ChannelFlip Media, will use YouTube vloggers to produce branded Krave videos, the first of which premiered yesterday.
Each vlogger will receive a personalised Krave pack containing a tailor-made challenge to share with their YouTube subscribers, while encouraging them to participate in the daily "Krave challenges" to win exclusive prizes including VIP experiences at Alton Towers and fast-track tickets.
The campaign is being supported across Krave's social media channels, Facebook and Twitter, with teenagers being encouraged to "Tweet When U Eat" using the handle @KraveUnleashed and hashtag #KraveTheSmiler.
Vloggers were chosen based on their popularity amongst Krave's target demographic, namely 15- to 19-year-olds. Participants include iTunes chart-topper Alex Day and twins Jack and Finn, whose Jack's Gap YouTube channel has nearly 2m subscribers.
The campaign will run for the next 14 weeks.