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Grey London Throws Out GIF-tastic Moves for New Go Ahead! Campaign

Creative 802 Add to collection

Agency unveils landmark campaign to encourage smart snacking choices

Grey London Throws Out GIF-tastic Moves for New Go Ahead! Campaign

United Biscuits has announced a brand new advert for its biscuit range, Go Ahead! Directed by Blink Production's The Bobbsey Twins From Homicide 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 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 £3.9million 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.”

go ahead! unveils landmark campaign to encourage smart snacking choices
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Media Agency

Media Agency: MEC

Creative Agency

Account Management: Nicola Wardell, Tamara Bennett, Justine Deighan, Sebastian Van-Driel

Copywriter: Danielle Noel, Thom Whitaker

Creative Agency: Grey London

Planners: Daniel Sherrard

Producer: Natasha Johnson & Georgia Tomi

Post Production / VFX

Post Production Company: Gaz @ The Mill

Production Company

Director: The Bobbsey Twins From Homicide

DOP: Alex Barber

Executive Producer: James Bland

Producer: Sam Levene

Production Company: Blink


Audio Post Production: Sam Ashwell @ 750mph


Editor: Ed Cheesman @ Final Cut

Categories: Food, Confectionery

Grey, Wed, 04 May 2016 11:01:53 GMT