Shaken & Stirred - Influential Brand Profiling and Positioning

A major national outdoor advertising campaign for Wagon Wheels Wheelies

Burton’s Biscuit Company continues its significant investment in its Power Brands with a major national outdoor advertising campaign for Wagon Wheels Wheelies, bringing together the epic heritage of the brand and the unique product experience for mums and a new generation of Wagon Wheels fans nationwide.

Six-sheet posters feature epic Wagon Wheels Wheelies images with the strapline ‘Discover 10 Epic Adventures’.  The posters will be placed close to 5,000 high footfall locations across the UK, including bus stops and key retailers, reaching 71.8% of female main shoppers and giving them 13.4 opportunities to see. The creative work was developed by VCCP and the media for the campaign was planned and bought by UM London. The campaign will run from 21 October to mid-November.

Stuart Wilson, Chief Marketing Officer, Burton’s Biscuit Company said: “With the phenomenal growth of Wagon Wheels, a Great British favourite, it’s the perfect time to build on this success and invest in Wagon Wheels Wheelies. These new posters really capture the epic spirit of Wagon Wheels Wheelies, an innovative new sharing biscuit for a new generation of Wagon Wheels lovers.”

This outdoor campaign for Wagon Wheels Wheelies follows Burton’s significant £2.5 million investment in an award-winning Wagon Wheels marketing campaign last year.

Launched in 2012, Wagon Wheels Wheelies are a snack-sized version of the legendary Wagon Wheel – unwrapped and in packs of 10, they are ideal for sharing. One year after launch they have a retail sales value of £4.9m* and 9% of households have tried Wheelies in the last year alone**. Wagon Wheels is a £21 million brand, growing strongly +57% YOY***.

In-store activation for Wagon Wheelies includes POS in UK major multiples.

In 2012, more than one third of the value growth in the UK’s massive £2.4 billion biscuit category was driven by Burton’s significant investment in its Wagon Wheels, Cadbury, Maryland, and Jammie Dodgers brands.

* Nielsen to 18th August 2013.

** Kantar Worldpanel to 18th August 2013.

*** AC Nielsen MAT to 18th August 2013


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