The campaign features Welsh songstress Charlotte Church mimicking Veruca Salt. It continues from the current 'I want it now' TV commercial.
A website, stilldemanding.com., challenges fans to pose questions to Julie Dawn Cole, the actress who played Veruca Salt in the original film of the Roald Dahl book. Visitors to the site will also be able to view never-seen-before memorabilia from the 1971 film.
Launch Group head of digital Rich Benson said: 'We wanted to do something as edgy as possible. It's branded as Virgin only very minimally. It's about raising awareness and doing something new. The aim is for us to put the fun first.'
Launch Group won the account after a client from Virgin Holidays attended a seminar that Benson gave on online conversation and its effect on brands.