Wagon Wheels, the iconic £17.9m* biscuit brand is set to support dads through a campaign in partnership with Dadsnet – launching on Father’s Day.

The 6 month campaign will centre around a series of ‘Real Talk’ videos hosted by the ‘Loose Dads’ across Dadsnet’s popular platforms, tackling important topics including gender stereotyping and Covid-19.

“In the last year, support for mental health has never been more important,” says Kate Needham, Burton’s Biscuit Co.’s Marketing Director. “As a brand notoriously popular with men, we wanted to create a campaign which would not only show our support but spark real conversations on hard-hitting issues in a relatable, down to earth way.”

With over 300,000 active members of likeminded dads, connecting online and face-to-face, Dadsnet offers the ideal platform for Wagon Wheels to reach out.

Al Ferguson, Dad of 3 and CEO of Dadsnet says: “Wagon Wheels is such an iconic brand with a big fanbase, including Dadsnet followers, which makes our platform a great fit for this campaign. We are thrilled to have partnered with Burton’s Biscuit Co on such an important mission to get dads talking!”

Launching on Fathers’ Day (Sunday 20th June), the campaign also includes content such as dad jokes and competitions, while being supported across social media.

This new campaign follows the brand’s biggest ever on-pack promotion ‘Stig on Wheels’ earlier this year, which ran in partnership with BBC Top Gear.

Source: Sweet Biscuits Combined Read: Nielsen Scantrack (22.05.2021) Total Coverage including Discounters and Kantar 16.05.2021) Total Value Channel.

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