UB launches £4m campaign for overhaul of Go Ahead biscuit range

Following on from the relaunch of the McVitie’s and Jacob’s ranges earlier this year, United Biscuits is now launching a £4m marketing push for Go Ahead, its “healthier” biscuit brand.

The first sign of this is a Go Ahead TV ad, which launches launches today and which was shot using the one-shot technique, from the perspective of a single camera in one long take.

United Biscuits hopes to “emulate the fruity, feel-good snacking moment” “provided by Go Ahead products.” The TV ad features Rio dancers, muscle men, drummers and dancing photocopiers.

Sarah Heynen, marketing director of sweet biscuits at United Biscuits, says: “Healthier biscuits is the biggest biscuit segment accounting for over a fifth of all biscuits sales, making it a very important part of a retailer’s fixture. Biscuits are already an intrinsic part of our daily lives, but we know there is a huge opportunity to grow the healthier biscuit category even further by adding more excitement into the segment.”

The ad campaign runs until August 31 and will be supported by the company’s biggest ever in-store, PR, press and online marketing campaign. The TV ad can be viewed here: http://www.youtube.com/watch?v=xeLPUnw_GDg

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