Fox’s Burton’s Companies (FBC) has announced a brand-new collaboration for its much-loved biscuit brand, Jammie Dodgers.
The promotion with Hasbro’s iconic active play brand, NERF, will run from 1st May – 29th July and will see the two come together for an on-pack promotion designed to boost sales and drive brand love.
The promotion gives shoppers the chance to win 1 of 100 NERF SuperSoakers every day, but they’re no ordinary SuperSoakers. These water blasters have been exclusively designed for Jammie Dodgers, featuring the brand’s iconic red pantone and love heart design.
Available across the full range of standard sized Dodgers, mini’s and Jammie Dodger Giant, the campaign will bring new shoppers into the brand by tapping into Nerf’s loyal fanbase and offering them a unique, collectable product.
Likewise, the inclusive fun of the Dodgers brand hits the spot with summer opportunities for water fights like the one shown in Jammie Dodgers advertising campaign last Summer.
With Jammie Dodgers already being the number one sub-brand in kids’ biscuits, outperforming the sweet biscuit category by 19% and worth £37.7m1, this new promotion is expected to drive over £1m of sales into the category. This makes Jammie Dodgers’ promotional packs a must-stock for retailers looking to drive their sales this summer.
Commenting on the partnership, David Hebson, Trade Marketing Director at FBC said: “We’re incredibly excited to be launching this partnership with Nerf. Both brands have a highly engaged and fun-loving core audience, so we wanted to create something extra special for them. The exclusive design can’t be found anywhere else, so we expect the promotion to be a real hit with shoppers, providing retailers with an opportunity to drive incremental biscuit sales across the summer months.“
The partnership will be supported across social media and in-store with stand-out point of sale packs available for retailers. It follows the launch of Jammie Dodgers Really Fruity Minis – a strawberry flavoured biscuit and strawberry jam variation on the classic Raspberry Jammie Dodger in Mini format.
1 ‘Combined Read – 22/03/25 (NIQ), 23/03/25 (Kantar) MAT 52 weeks.
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