Jammie Dodgers Joined By Toffee and Choccie Dodgers
Good brands don't disappear from view for long. This week, for example, ad agency VCCP unveiled a TV ad campaign based around Burton's Foods' Dodgers biscuit brand. It's the first time the brand has been on television in four years.
The reference to Dodgers as opposed to Jammie Dodgers is not an accident, because the ad is actually for a variant called Toffee Dodgers. It depicts a woman in a supermarket, trying to choose between Toffee and Jammie. Egging her on are two puppet-monkeys wearing headpieces that look like the biscuits in question. Each monkey (one toffee-brown, one jammie-red) is lobbying in favour of a different flavour. Down the line another ad will introduce a Choccie Flavour.
The use of a supermarket is pretty shrewd, because it provides a visual signpost for anyone trying to find the two biscuit variants on the aisle. The TV campaign will be supported by online and point-of-sale activity. Commenting on the campaign, Stuart Wilson, chief marketing officer of Burton's Foods, said, "The campaign is another step forward in the development of our Power Brands. The £4.5 million investment we've put in place to engage with consumers will no doubt drive substantial growth for the Dodgers brand."
VCCP account director Ed Maxwell added, 'Dodgers are back. With this TV campaign we wanted to convey the mischief at the heart of every biscuit and unlock the love which families have for this classic British brand.' The commercials were shot by Roderick Fenske of Hungry Man. Steve Vranakis was creative director for the campaign.