In the first national TV campaign for Dodgers for six years, Jammie and recently-launched Toffee and Choccie Dodgers take on the form of animated monkeys in a supermarket, each vying for the attention of a mum doing her shopping.
The monkeys bring to life the cheeky spirit of the Dodgers brand. The puppet characters, who have Dodger biscuits around their heads, bring some fun to mundane everyday situations.
In the first TV ad we encounter Jammie and Toffee Monkeys and in a subsequent spot we’re introduced to Choccie, a third character representing the new Choccie Dodger flavour. The campaign features the new strap line ‘Get Stuck In.’
The commercial breaks at the beginning of May and will be on air for 6 weeks in key programmes that are loved by families across ITV, Breakfast ITV, ITV2, FIVE and Satellite Channels, reaching an estimated 44.6 million people and focusing on Housewives with Children.
The TV commercial is at the heart of a £4.5 million brand investment programme for Dodgers during 2011.
Burton’s Foods Category and Activation Controller, David Costello, said: “This is a very exciting time for the Dodgers brand and there is no doubt that the humorous TV campaign will resonate with fun-loving families.
“We expect growth to come from Jammie Dodgers’ loyalists adding Toffee Dodgers and Choccie Dodgers to their repertoire but, more importantly, from consumers who are new to the Dodgers brand trading up from everyday biscuits.”
Toffee Dodgers and Choccie Dodgers will also be backed by heavyweight sampling in 2011, encouraging everyday biscuit shoppers to trade up.
The introduction of Toffee and Choccie Dodgers coincides with new packaging designs across the entire Dodgers range. The new designs improve shelf standout and help to bring the brand’s mischievous personality to life.
Toffee Dodgers and Choccie Dodgers are available in 140g packs, with an rrp of £1.15.
Tel: 01727 899700