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.

13998-Wagon-Wheels-Jets-300x450Burton’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


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