United Biscuits (UB) has launched a £4m marketing campaign for its go ahead! range, signifying the next step in its brand strategy for 2014, which has already seen the successful re-launch of the Jacob’s and McVitie’s masterbrands.
UB has invested a total of £26m in its brand re-launches this year; the new campaign supports a fresh new look for the go ahead! brand, with a refreshed logo featuring prominently and each pack colour co-ordinated across all ranges and flavours.
The campaign is part of United Biscuits’ efforts to grow its share in the Healthier Biscuit category, in which go ahead! is already a leading brand. More than one in five UK households buy go ahead! products, resulting in 200 million portioned packs sold each year across Britain.
The campaign includes a 30-second TV commercial featuring a one-shot technique, where the shot is taken from a single camera in one long take. The ad, created by Grey London, features the light-hearted strapline, ‘The Most Important Snack of the Day’.
The latest campaign follows UB’s unification of all its sweet biscuits under the McVitie’s masterbrand and all savoury biscuits under the Jacob’s masterbrand. Both re-launches were supported by advertising campaigns - adopting the strapline ‘Sweeet’ for McVitie’s and ‘Snack Happy’ for Jacob’s.
United Biscuits CEO, Martin Glenn, commented: “Our new campaign for go ahead! is the next exciting step in our new branding strategy, which is successfully helping to reinvigorate our core brands in the minds of consumers.
“Healthier Biscuits are an increasingly important snacking segment, accounting for more than a fifth of all biscuit sales, and this move aims to improve and simplify the shopping experience further as we look to grow our position in the category.
“This follows the re-launches and popular advertising campaigns for both our sweet and savoury products under the McVitie’s and Jacob’s brands earlier in 2014. All three campaigns tap into consumers’ love for our products, which are established as heritage brands worldwide.”
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