The five-week campaign will create massive consumer awareness, with approximately 75% of UK consumers seeing the advert (43 million individuals).
“The campaign highlights our commitment to backing power brands such as Cadbury Fabulous Fingers with heavyweight levels of support that will engage consumers and drive them to the biscuit fixture,” says David Costello, Burton’s Foods Category and Activation Controller.
“Cadbury Fabulous Fingers is perfectly placed to tap into evening and weekend treat occasions, not only attracting new consumers to Cadbury Fingers but also generating incremental sales opportunities in the indulgent biscuit sector.”
The TV commercial highlights the fact that consumers will be delighted by what they find inside Cadbury Fabulous Fingers – the unique combination of a thick, outer layer of Cadbury milk chocolate with an inner, smooth layer of white chocolate and a crunchy biscuit finger.
It introduces two new Cadbury Fingers-style puppets – Caitlin and Madison Fabulous – in a 1980s American-style soap opera. The advert sees Caitlin taking a tumble and all is revealed…she is ‘Fabulous’ inside, leading to an emotional reconciliation with her stepmother, Madison.
In addition to the TV campaign, Cadbury Fabulous Fingers will be sampled nationally via Cosmopolitan magazine. There will also be a bespoke website and in-store promotions across the UK.
The website will feature the two Fabulous Fingers characters, Madison and Caitlin Fabulous, as well as the rest of the family. Fans can also go behind the scenes, with a ‘making of’ video.
Burton’s Foods is a leading branded and own label supplier of quality biscuits and snacks and is the number two branded player and second largest biscuit supplier in the UK. Burton’s Foods manufactures Cadbury Biscuits under licence from Cadbury UK Ltd, including Cadbury Fingers, Cadbury Animals and Cadbury BiscBits. The company also owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers and Wagon Wheels.
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