Burton’s Foods announces a new national television advertising campaign for Cadbury Fingers. Launched with a 60 second ad on 13th October, the campaign will support Cadbury Fingers’ position as a brand that is there for the good times and family sharing.
With a £2m spend from October to December, the 60 second ads will air initially for two weeks followed by a further five weeks of 30 and 10 second edits, targeting a family audience during prime time programming in the evenings and at weekends.
The investment is the brand’s first foray into TV in more than five years and aims to reignite consumers’ love for Cadbury Fingers, inspiring them to create occasions to share and enjoy them.
Standout creative, by Adam & Eve, turns Cadbury Fingers into lifelike puppet characters for TV. Viewers will see the Fingers puppets celebrating good times in a number of settings, including music concerts and sporting events.
Set to rousing music, the tongue-in-cheek humorous footage also includes the ‘first Finger on the moon’ and the ‘first Finger to ascend a mountain’, culminating in a Fingers festival – all events worthy of national celebration. The end frame will feature the classic Cadbury Fingers sharing tray, showing that it is for the good times.
Cadbury Fingers, which Burton’s bakes under licence from Cadbury, is the number one brand in the Special Treats Biscuit sector, with a 25.2% value share (IRI, MAT 04/09/2010). It is now a £33m brand in the UK, experiencing strong growth, +7.4% value year-on-year (IRI, w/e 04/09/10).
Stuart Wilson, Chief Marketing Officer for Burton’s Foods, comments: “Cadbury Fingers hold great affection among UK consumers and this feel good ad will remind them of their love for the brand. They cleverly bring to life emotive events that people have shared with loved ones and will inspire them to consider Cadbury Fingers as a great way to share good times together.
“We’re committed to continually driving the Cadbury Fingers position as a top ten UK biscuit brand and expect volume and value uplifts through this campaign, in turn improving category performance and opening up special treat biscuits to more occasions.”
The Cadbury Fingers campaign is the latest in a year of heavy investment from Burton’s Foods in its Cadbury biscuits portfolio. In March 2010, the UK’s second biggest biscuit manufacturer revolutionised the chocolate biscuit market with a £4m investment that saw the launch of three of the UK’s best-loved Cadbury brands – Crunchie, Caramel and Turkish – into biscuits.
Source: Burton’s Foods
