New radio and TV ad campaign for Haribo

The new 40-second execution, which also has a 30-second cut down version, is entitled ‘Who Ate All the Fried Eggs?’.

It breaks on TV screens on September 25th and will run through until the end of October on a broad spectrum of terrestrial and satellite channels including Channel 4, ITV 2, Film 4, Five and GMTV.

Following the national TV burst, radio stations in Scotland will play host to the first ever Haribo radio advertising campaign which will take to the airwaves in November.

The new Haribo ad campaign will then switch to the big screen for a five week cinema airing in the north of England over the Christmas and New Year period.

Haribo will also be featuring the ad on its website www.haribo.co.uk along with a campaign encouraging the consumer to join in and vote for their favourite ‘What’s your favourite piece?’ PR campaign.

Millions of viewers and listeners are expected to tune in to the ads during the 12-week TV, radio and cinema campaign.

The TV and cinema ad opens on a scene where a son is trying to extract a confession from his father as he tries to pin down who has eaten all of the fried eggs out of the family bag of Haribo Starmix - the company’s best selling brand.

But the father, unabashed by his son’s questioning technique, simply folds his arms and refuses to co-operate.

His son then employs the tried and trusted ‘good cop/bad cop’ tactic and calls in a super sleuth detective – his younger sister – whose hand-on-hips stance, threatening glare and no non-sense, hardline questioning has their father quivering before quickly admitting that he is the culprit.

The ad then cuts to a scene showing the family gathered around a table sorting through a bag of Starmix to select their favourites from the selection. “Hey, who’s had the last ring?” pipes up the father and the grinning daughter triumphantly holds up a Starmix ring which produces laughter all around.

An opened bag of Starmix showing all of the different novelty shapes found in the pack appears in the end frame accompanied by the unmistakable Happy World of Haribo jingle.

Herwig Vennekens, Managing Director of Haribo Dunhills (Pontefract), says, “Although the perception is that gums and jelly sweets are mainly consumed by children, research confirms that they are, in fact, just as popular with adults. The ‘Kids and Grown-Ups Love it So, the Happy World of Haribo copyline’ has high levels of recall amongst consumers, with awareness levels reaching 80% amongst children and adults up to the age of 35.

“The new advertising campaign homes in on the brand’s family appeal, its association with fun and playfulness and that Haribo brings out the child in everyone. It’s also a natural progression from our previous executions -Telephone and Airport - which showed parents and children in role reversal situations. But it brings in a new element – the fact that everyone has a favourite in the Starmix bag, and this is something we will be linking into new website activity.”

During the past year sales of family sized bags of Haribo’s biggest selling Starmix brand have grown by 12%, and sales of its No2 best seller, Tangfastics, have increased by 14%2– both achieving over three times the growth of the gums and jellies sector as a whole.