At a time when society can feel a bit too serious, household favourite Jammie Dodgers is set to bring a smile to the nation with a fully integrated marketing campaign reminding people that no matter how mischievous children can be, we love them for it because they’re ‘Sweet at Heart’.

The fun-filled marketing drive breaks this month (July) and comprises an integrated Facebook and YouTube campaign, boosted by outdoor advertising targeting shoppers on the move, including front-of-store and in-store advertising. Social influencers who share the same playful outlook on life will also help to spread the word.

“Children can be naïve and sometimes outright cheeky when they create mischief, and we’ll be capturing the moment when parents forgive their naughtiness because underneath it they know they have good intentions – or as we say – they’re ‘Sweet at Heart’,” says Kate Needham, Burton’s Biscuit Co’s Marketing Director.

“In the process we’ll be reminding the nation’s biscuit lovers that Jammie Dodgers are similarly playful and mischievous, and of course fun to eat – a permissible biscuit that doesn’t take itself too seriously. We’re encouraging families to do the same.”

The campaign will use a series of humorous images showing the lovable, laughable antics that children enjoy – from cheeky shortcuts when they’re out of jam to attempts at ‘helping’ with the baking!

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