Burton’s Biscuit Company is continuing its commitment to promoting a healthy lifestyle with the return of its popular Minis Get Moving on-pack promotion.
Back for a second year, the promotion forms part of Burton’s ongoing initiative to encourage children to get active by offering instant-win prizes across the Maryland Minis and Jammie Dodgers minis portfolio of 99 calorie snacks.
“This generation of kids is the LEAST active ever,” says Kate Needham, Burton’s Biscuit Co’s Marketing Director. “It is our mission to change that with return of our ‘Minis Get Moving’ on-pack promotion which highlights our ongoing commitment to promote the role of portion controlled snacks as part of a healthy balanced diet and active lifestyle, helping families to get active in fun and accessible ways.”
The Minis Get Moving campaign which coincides with the summer holidays and back to school occasions, runs from 1st July to 23rd September.
“Research shows children spend just 4 hours a week outside and are even less active during the school holidays*2. This would only have been exacerbated by the closure of schools during lockdown, highlighting the need to encourage families to now get out and get active,” explains Kate.
Following the easing of lockdown restrictions, Burton’s recognise the appetite for family days out will be greater than ever. Alongside an array of prizes on offer, including the brand new Fitbit Ace 3, every promotional pack includes a ‘Kids Go Free’ voucher. The vouchers are valid against hundreds of sports and leisure activities around the country, maximising the positive impact of the campaign for families across the UK.
“At less than 100 calories a bag, we know our Minis range appeals to parents in search of a permissible and convenient treat for the lunchbox or as an on-the-go snack. Last year the Minis Get Moving campaign saw over 3.5 million promotional packs sold, resulting in a 43.8% increase in penetration, while enabling children to have fun and be active” concludes Kate.
1: Nielsen – Total coverage including discounters – total sweet biscuits – MAT 22.05.21