Bahlsen , the family-run German biscuit company, is building on the success of its ‘ A Little Bit Fancy’ campaign with their tongue-in-cheek advert returning to prime time TV from the 23rd February – 3rd May 2020, alongside major in-store promotional activity, for the second year in a row.
Centred around the Choco Leibniz, Bahlsen’s advert showcases how this special treat can bring a little bit of indulgence to even the most ordinary situations. In the advert, as a group of colleagues enjoy a Choco Leibniz, we see their transformation into fine and fancy folk, with their pinkies extending in true regal fashion before tea in bone china is wheeled in for all to enjoy .
With an investment of £2M on the ten-week, 360-degree campaign, this rendition of the advert is set to reach 75% of the core Choco Leibniz audience of ABC1 adults at least once, with an average OTS of 6.1 relative to 450 TVRs.
The return to screens commenced within a prime slot during ITV’s Dancing on Ice which aired 23rd February. This spot alone is seen by over 3.9 million individuals and will be followed up by airings during programmes including ‘The Secret Life of the Zoo’, Coronation Street’, and ‘Baghdad Central’ during the campaigns ten week run.
The advert will be accompanied by in-store promotions in three major supermarkets and will complete the comprehensive nature of the campaign, targeting every step of the consumer path to purchase, including:
- In Asda , the strategy utilises online department promotional banners, a location-based programmatic, in-store radio and at-fixture bubbles enticing consumers to take advantage of the promotion.
- In Sainsbury’s , the campaign will start in its magazine and continue with ATM screen adverts driving awareness of the brand and the promotion, along with a location-based programmatic encouraging consumers in-store. Customers will then be retargeted with the CheckoutSmart mechanic offering money off on repeat purchase.
- A location-based programmatic and ATM screen advertising will work to drive consumers into Tesco stores for the promotion, whereupon aisle fins will encourage purchase. Additionally, there will be a Clubcard Bonus for those buying Choco Leibniz upon their second purchase.
Julien Lacrampe, Trade Marketing Manager at Bahlsen comments: ‘We’re thrilled that the Little Bit Fancy campaign is returning to TV as part of a 360 degree marketing campaign. The humorous TV advert will be supported by a shopper marketing campaign with activations in 418 stores and a total of 21 million shopper impressions nationwide. Ch oco Leibniz continues to be the number one special treat brand and by linking all activity with fixture space in stores, we will maximise engagement with our consumers and shoppers while driving awareness and trial of Bahlsen products.’
Campaign Concept : Mullen Lowe
Campaign Execution: Another Film Company
Digital Campaign : Mediacom
Shopper Execution: Capture Marketing