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Grey & Go Ahead! Choreograph an Epic Elevenses Extravaganza



£4m campaign marks re-launch of United Biscuits' healthy biscuit brand

Grey & Go Ahead! Choreograph an Epic Elevenses Extravaganza

United Biscuits (UB) today unveils a new £4 million marketing campaign from go ahead!, signifying another step in a business vision that has already seen the re-launch of the manufacturer’s world famous McVitie’s and Jacob’s brands.  

The new campaign supports a fresh new look from the go ahead! brand. The refreshed logo will feature prominently on packs across the range and each pack will be colour co-ordinated across ranges and flavours, so shoppers will be able to quickly find their favourite go ahead! product on the shelf. 

The advert, created by global advertising agency Grey London and directed by D.A.D.D.Y from Fieldtrip, hits screens from Monday 23 June. Shot using the one-shot technique, a shot taken from the perspective of a single camera in a single long take, the 30 second commercial aims to emulate the fruity, feel-good snacking moment created by go ahead! products.  The epic TV extravaganza features Rio dancers, muscle men, drummers and dancing photocopiers as the stars.

United Biscuits, who are the UK’s number one biscuit baker, say that more than one in five UK households buy go ahead! products (Source: TNS 52 weeks to 27.04.14), resulting in 200 million portioned packs sold each year across Britain (Source: Nielsen Total Coverage, MAT to 24.05.14) – this equates to 400 go ahead! portioned packs sold every minute. 

UB Sweet Biscuits Marketing Director, Sarah Heynen said: “The go ahead! brand is currently worth £47m RSV, and we have a vision to grow it to £60M RSV in the next 5 years. Healthier Biscuits is the biggest Biscuit segment accounting for over a fifth of all Biscuits sales, making it a very important part of a retailer’s fixture. Biscuits are already an intrinsic part of our daily lives, but we know there is a huge opportunity to grow the Healthier Biscuit category even further by adding more excitement into the segment. As one of the leading Healthier Biscuit brands, we believe it is our responsibility to implement a plan that will enable us to achieve this”.

“The new campaign from go ahead! aims to build interest and delight within the Healthier Biscuit remit, with a fruity extravaganza celebrating the fruity and feel good moments the products create. With the new marketing campaign supporting the eye-catching new look, go ahead! will be sure to grab the shopper’s attention, and attract new and existing shoppers to the Healthier Biscuits fixture and grow sales for retailers”.