This January, Bahlsen, the family-owned German biscuit brand, has bought back its hugely popular PiCK UP! ‘Chocolate That Demands Respect’ TV advertisement, starring PiCK UP!’s much loved ‘Ninja Chihuahua’. Running for five weeks from Saturday 24th January to Friday 27th February 2015, TV viewers will be reintroduced to the ‘Ninja Chihuahua’, whose quest is to guard the PiCK UP! chocolate – ‘disrespecting the chocolate… has serious consequences’.

Ninja-ChihuahuaBahlsen invested a £4m marketing spend in 2014, supporting two bursts of activity, one in March and one in August. The campaign as a whole has since been named The Grocer’s Top Campaign Award 2014 for sweet biscuits, testament to the originality and creativity of the advert. Bahlsen was a clear winner and the campaign was praised for ‘it’s creative approach to advertising’.

Bahlsen Trade Marketing Manager, Julien Lacrampe, comments, ‘We are absolutely thrilled to have won the renowned ‘Grocer Top Campaign Award 2014’ for PiCK UP!, and we’re excited to be sharing the hugely popular PiCK UP! TV advert with the nation once again. Within the first year of launch, PiCK UP! has already delivered more than £2.6 million in sales, and with the expansion of the PiCK UP! family we are expecting to see sales rise significantly to £5 million in the very near future. We’re confident that the advert will be met with an equally impressive response this time around, and that this will have a hugely positive effect on sales for the PiCK UP! range as a result.’

PiCK UP! Milk Chocolate is a delicious thick milk chocolate slab sandwiched between two crisp biscuits. 2014 saw Bahlsen launch the latest edition to the PiCK UP! range – PiCK UP! Black ‘N’ White – a thick slab of white chocolate sandwiched between two crisp chocolate flavoured biscuits. PiCK UP! biscuits are individually wrapped, locking in freshness and are perfect for on the go occasions.

For more information please visit and to view Bahlsen’s full product range visit

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