Jammie Dodgers celebrates childish mischief

Jammie Dodgers - Sweet at heart

Jammie Dodgers has unveiled a fully integrated marketing campaign reminding people that no matter how mischievous children can be, we love them for it because they’re ‘Sweet at Heart’.

The marketing drive comprises an integrated Facebook and YouTube campaign using animated creatives, bolstered by outdoor advertising targeting shoppers on the move, including front-of-store and in-store advertising. The campaign will also be boosted by a number of social influencers.

“Children can be naïve and sometimes outright cheeky when they create mischief, and we’ll be capturing the moment when parents forgive their naughtiness because underneath it they know they have good intentions – or as we say – they’re ‘Sweet at Heart’,” said Kate Needham, Burton’s Biscuit Co’s Marketing Director.

“In the process we’ll be reminding the nation’s biscuit lovers that Jammie Dodgers are similarly playful and mischievous, and of course fun to eat – a permissible biscuit that doesn’t take itself too seriously. We’re encouraging families to do the same.”