Burton’s Biscuit Company continues its significant investment in its Power Brands with a major national outdoor advertising campaign for Wagon Wheels Wheelies, bringing an epic taste adventure to mums and a new generation of Wagon Wheels fans nationwide.
Burton’s investment in brand support and innovation continues to benefit retailers. In 2012, more than one third of the value growth in the UK’s massive £2.4 billion biscuit category was driven by Burton’s significant investment in its Wagon Wheels, Cadbury, Maryland, and Dodgers brands.
Launched in 2012, Wagon Wheels Wheelies are a snack-sized version of the legendary Wagon Wheel – unwrapped and in packs of 10, Wheelies are ideal for sharing. One year after launch they have a retail sales value of £4.9m* and 9% of households have tried Wheelies in the last year alone**. Wagon Wheels is a £21 million brand, growing strongly +57% YOY***.
Roadside six-sheet advertisements featuring eye-popping, striking computer-generated imagery (CGI) designs with the strapline ‘Discover 10 Epic Adventures’ will be placed close to high footfall locations and key retailers, reaching 71.8% of female main shoppers and giving them 13.4 opportunities to see.
Stuart Wilson, Chief Marketing Officer, Burton’s Biscuit Company said: “With the phenomenal growth of Wagon Wheels, a British favourite, it’s the perfect time to invest in Wagon Wheels Wheelies. These new advertisements really capture the epic spirit of Wagon Wheels Wheelies, an innovative new sharing biscuit for a new generation of Wagon Wheels lovers.”
In-store activation for Wagon Wheelies includes POS in UK major multiples.
* Nielsen to 18th August 2013.
** Kantar Worldpanel to 18th August 2013.
*** AC Nielsen MAT to 18th August 2013
Burton’s Biscuit Company