Barny gets adventurous

Barny waters garden

Barny, the bear-shaped sponge snack with a hidden centre, is back on screens this month with an adventurous new advert.

The 20-second ad, running until the end of August, builds on the idea of ‘small discoveries’, and aims at providing mums with information on the product specifics and ingredients, whilst taking them on a fantastical adventure in an imaginary world.

The campaign will be supported by a total media spend of £1.24m, accompanied by extensive product sampling of over 450,000 Barny SKUs at festivals and shopping centres across the UK.

Barny was the biggest launch for the Mondelēz International biscuit category in the UK since belVita Breakfast biscuits in 2010, and is the number two brand in children’s biscuits, with 8.7% penetration, putting it in the top 5% of all new biscuit launches over the past four years .

Worth £12.1m, Barny is the only brand within the children’s biscuit sector to show double-digit growth, at +33.6%.