Burton’s Biscuit Company is set to accelerate the growth of its market-leading Dodgers brand in 2012, with the launch of an exciting above the line advertising campaign to support the launch of Dodgers’ Choccie variant.
The UK’s number one kid’s biscuit brand* will be backed by a far-reaching £3 million brand support package, spearheaded by a new TV commercial that breaks in April.
The advertising campaign will begin on 28th April during Britain’s Got Talent on ITV1 and pits the Jammie, Toffee and Choccie Monkeys against each other in an epic chart battle. The first ad will be a 10-second introduction to the three Monkeys. In the following break, viewers will be treated to performances from all of the Monkeys, in a 40-second ad. In the final advert break, viewers will be directed to the Dodgers website to vote for their favourite performance.
“The introduction of the new Choccie variant follows a year of sustained growth for Dodgers. In the last 12 months the Dodgers brand has grown by a massive 18.2% in value**, boosting retailers’ profits and significantly outperforming the category as a whole,” says David Costello, Burton’s Biscuit Company’s Category and Activation Controller.
The introduction of the new Choccie variant also follows extensive research which has highlighted how it will drive consumers to the biscuit fixture.
The research confirms how more than one third of biscuits eaten by children are chocolate and chocolate cream is the number one new product development concept in consumer testing (Brain Juicer NPD Tests, July 2011).
“What’s even more significant is that in research almost three quarters of consumers said they would love a Choccie Dodger and this confirms its profit-boosting potential,” adds David Costello.
“Consumer feedback has been so positive that we expect sales of Choccie Dodgers to be even bigger than the recently launched Toffee variant, which achieved £4m in its first nine months. We also expect growth to come from Jammie Dodgers’ loyalists buying Choccie as well but, more importantly, from consumers who are new to the Dodgers brand trading up from everyday biscuits.”
This year’s brand support programme follows the £multi-million relaunch of Dodgers last year. The activity included nationwide TV advertising targeting ‘fun-loving families’ – the first Dodgers’ TV campaign for six years.
“This year’s TV campaign will build on the success and popularity of last year’s commercial, with the monkeys once again set to capture consumers’ imagination and create great standout for Dodgers,” concludes David Costello.
* Kantar Worldpanel/IRI 52 w/e Oct 2011
** IRI 52 w/e January 21 2012
Burton’s Biscuit Company