Mondelēz International’s healthy biscuit Belvita has kicked off a new campaign intended to maintain brand growth momentum and to build greater emotional engagement with its consumers.

Instead of seeing the morning as a series of problems to solve, the four-week Morning Win TV campaign focuses on the series of victories we have that can change our morning, or even our whole day.

The 30-second adverts will feature alongside top shows including Tipping Point Lucky Stars, Coronation Street, Emmerdale and X Factor, and will be supported with a promotion on the Capital Breakfast show and out-of-home activity close to retailers.

Rick Lawrence, who heads the biscuit category for Mondelēz International, said: “Belvita wants to be the brand that celebrates the morning. We want to celebrate the stories of busy people having those little victories that make for a successful morning – whether it’s making it to the gym before work, getting the kids to school on time, or just getting a run of green lights on your commute.

“The high-profile campaign means that Belvita will be front of mind with shoppers, so retailers should stock up in anticipation of increased demand.”

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