The UK’s #3 snack bar brand[1], Fibre One 90 calorie from General Mills, is investing £3.5m as it returns to screens this summer with a new TV advert to mark the launch of its biggest campaign to date – ‘Crave Club.’

Live now across TV and VOD, the new hero creative showcases the ‘Crave Club’ as a secret society of like-minded, supportive people who have discovered the freedom of having what they crave – such as a delicious Fibre One Brownie – without any fear of self-judgment. With 90 calories or less, the Fibre One range is perfect for people looking for a permissible treat and to add fibre into their diet without compromising on taste.

A new social media strategy will see Fibre One 90 calorie refresh the look and feel of its platforms and elevate its messaging. The Fibre One feed will be centred around a variety of themes, from inspiring followers to create their own delicious, permissible desserts to fun and relatable memes. The brand will also be working with a team of authentic and engaging influencers to bring the Crave Club values to life with their communities.

To amplify the campaign even further, Fibre One 90 calorie has partnered with women’s lifestyle title Grazia for the first time. The brand will be the sole sponsor of the Grazia Life Advice Podcast, which will see a star-studded line-up of guests interviewed by host Rhiannon Evans over the coming year, drawing thousands of listeners every week. Fibre One 90 calorie and Grazia will also collaborate on branded content and live events to continue building connection between shoppers and the brand.

Roisin Witort, Marketing Manager for Snacking at General Mills, said: “We’re incredibly excited to be launching our new TV advert and ‘Crave Club’ campaign this summer! We want to build the largest, loudest, and most engaged audience of snack bar consumers in the world – and earn their long-term loyalty. Once you know you can have what you crave without the guilt, you’re in!”

The ‘Crave Club’ campaign is expected to reach a remarkable four million new target consumers. It follows a ground-breaking recipe renovation last year which saw the brand reduce the sugar content of its best-selling brownie range by a whopping 30%.

Retailers are encouraged to stock up on Fibre One’s range to meet increased demand this month and beyond.

Fibre One Chocolate Fudge Brownie MRRSP – £2.89 (5x24g) *

[1] AC Nielsen Total coverage Latest 52 weeks to 1 May 2021

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