Jammie Dodgers, the number one children’s biscuit brand, is kick-starting 2009 by launching a national partnership with Red Nose Day, as well as a new out-of-home snack.
The exciting partnership will be supported with a £750,000 marketing push that builds on the Red Nose Day 2009 theme – Do Something Funny for Money!
From January through to April, there will be an all- encompassing marketing campaign that includes in-store promotions, PR, experiential and digital activity.
From the 29th January 2009, two pence from every special Jammie Dodgers Red Nose Day pack sold will be donated to Comic Relief to raise £160,000.
Comic Relief aims to make a difference to the lives of thousands of people both across Africa and the UK who face terrible injustice or who live in abject poverty.
Jammie Dodgers special Red Nose Day packs will be available in all leading supermarkets and across the Jammie Dodgers original ranges including 150g, 300g and Minis packs.
In addition, Burton’s will also be expanding the Jammie Dodgers brand by launching a new out-of-home product – Splat Snacks.
A crunchy, chewy splat shaped biscuit and cereal snack (including crisped rice and oats). Splat Snacks are packed with raspberry fruit pieces.
The investment follows a successful year in 2008, which saw value sales for the brand grow by 12.6% year on year (ACNielsen, 52 weeks to WE 29.11.08), in the £124.7 million children’s biscuit segment of the category.
This announcement follows the successful launch of Jammie Dodgers Snack Bars into the cereal bar segment in May 2008.
Health and convenience accounts for 59% of all household consumption.
The Splat Snacks launch builds on this trend by providing consumers with portable and permissible treats.
The exciting new product provides Burton’s with an additional opportunity to capitalise on consumer demand for ‘on the go’ products.
Jaspal Chada, marketing director at Burton’s Foods, said: “Jammie Dodgers and Red Nose Day are a fantastic match – both mischievous and fun.
“By investing in such an important national partnership we are able to remind consumers about the brand’s playful side.
“An interactive and fun campaign will be implemented to raise brand awareness and drive market share by reaching new households as well as encouraging loyalty amongst the existing consumer base.”
He continues: “2009 is a big year for Jammie Dodgers, we want to continue to build momentum for the well-loved brand in the important out-of-home market as well as remind consumers about the brand’s core attributes.”
Splat Snacks are an ideal accompaniment to lunch boxes, perfect as an after school treat and suitable for all ‘on the go’ occasions.
The new product meets independently recommended snacking guidelines across all front of pack GDA’s.
The product is available from February 2009, MRSP, £1.39 for six 20g bags at leading retailers.
Source: Burton’s Foods
