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FMCG : News about Jammie Dodgers and their Choccie Dodger Monkey

Burton’s Biscuit Company has announced an innovative TV campaign with UM London and ITV to support the launch of Choccie, the new chocolate variant of the market-leading Dodgers brand.

The campaign, named ‘Dodgers Number 1’, will launch on ITV1 tomorrow night during commercial breaks within Britain’s Got Talent. A series of ads will pit the Jammie, Toffee and Choccie Dodger Monkeys against each other in an epic music battle break – reflecting the content of the prime-time show.

The initial launch will be supported by spot activity across ITV’s family of channels and complimentary online content produced by ITN Productions.

Simon King, Head of Children’s Marketing Team at Burton’s Biscuit Company, said: “This year’s TV campaign will build on the success and popularity of last year’s commercial, with the monkeys once again set to capture consumers’ imaginations and create great standout for Dodgers.”

Andy Corcoran, Head of Ideation at UM London, said: “We wanted to use the TV platform in a truly unique way, so we worked closely with ITV to develop a campaign that would build on the themes of competition, music and performance found within Britain’s Got Talent.”

Simon Daglish, ITV’s Group Commercial Sales Director, saıd: “We are delighted to have had the opportunity to work in partnership wıth Burton’s Biscuit Company and UM London to produce a great example of collaboration which will deliver an exciting and innovative campaign.”

The integrated promotional campaign has been constructed with UM London, Burton’s and ITV, with creative developed by VCCP.

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