go ahead! unveils landmark campaign to encourage smart snacking choices
- TV campaign will launch on 2 May featuring Jason Derulo soundtrack
- Creative to be supported by digital, PR and impactful in-store activations
- Campaign follows major NPD launch earlier this year
United Biscuits (UB), a leading international manufacturer of biscuits, snacks and cakes, has today announced a brand new advert for its biscuit range, go ahead!
Directed by The Bobbsey Twins and featuring hit music from Jason Derulo, the 30 second ad will support the brand’s relaunch, encouraging consumers to make smart snacking choices through its ‘Snack Smart’ proposition.
Using GIF-related humour to bring the new go ahead! proposition to life, the creative demonstrates the celebratory feeling you get when you make a smart snacking choice. The ad will premiere on 2 May on ITV at 18.58 before running across high-profile programming for a seven week period.
The ad opens with a group of office workers getting on with their morning routine when one of the employees, Sarah, reaches for a go ahead! Yogurt Break. suddenly, celebrating her smart choice, Sarah transforms into a dancing GIF, bewildering her colleagues, and causing them to stare in shock.
The camera then focuses on a couple of characters who have succumbed to temptation or tastelessness, positioning Sarah as the envy of the office in an otherwise dull environment. The ad concludes with Sarah snapping back to reality, smiling to herself in celebration of her smart choice, and closing with the new ‘Snack Smart’ call to action.
The advert, created by Grey London, will form part of a £3.9 million spend for through the line activity from go ahead! to embed its new ‘Snack Smart’ proposition and introduce its range of innovative NPD.
The new through the line campaign follows a major NPD launch for go ahead! after it introduced its Cookie Bites and Pud Bakes earlier in the year, alongside a fresh and modern new packaging across the range. These products have joined the existing portfolio for go ahead! comprising Yogurt Breaks, Crispy Slices and Fruity Bakes.
Sarah Heynen, Marketing Director for Sweet Biscuits at United Biscuits, said: “With the launch of our new brand proposition for go ahead! and the introduction of some great tasting NPD, it is an incredibly exciting time for go ahead! We know that there is a huge demand amongst consumers for healthier snacks that they can enjoy throughout the day, and the go ahead! range offers delicious tasting products that are also lower in calories.
“We know that everyone enjoys snack time and with their clever balance of taste and calories we want our products to enable consumers to ‘Snack Smart’ without feeling like they are compromising on anything – our brand new advertising campaign therefore aims to bring to life that go ahead! knows and celebrates the feeling of making a smart decision.”
To view the ad visit
More from UB News:
- go ahead!… see how tasty our NEW treats can be
- go ahead! unveils landmark campaign to encourage smart snacking choice
For further press information contact the team at 3 Monkeys Zeno:
Tel: 020 7009 3100
About United Biscuits
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK, BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding – Owner of the master brands Ülker, McVitie’s and Godiva, Yildiz is a global, snacking focused food company with over 320 brands in 49 different categories. With 77 factories in 14 countries, the company exports to 100+ countries and operates in a geography housing around 4 billion people. Yildiz is the world’s 3rd largest biscuits company and employs 50,000 people around the world. https://english.yildizholding.com.tr/