Mini Cheddars return to TV

United Biscuits UK is bringing back Mini Cheddars to the UK’s TV screens after an 11-​year absence in a £1m, eight-​week campaign to drive sales growth. The advertising will emphasise the brand’s personality and the fact that the range is now made with real cheese.

Running from 7 September, the campaign will see three different adverts all focusing on the brand’s principle ingredient, suggesting that Mini Cheddars are so full of cheese that they actually behave like real cheese.

Helen Warren-​Piper, marketing director, bagged snacks, UBUK, said: “Mini Cheddars have long been a popular snack with UK consumers. However, by driving awareness of its unique ‘Real Cheese’ message, we’re expecting to further grow the brand’s loyal consumer base. The TV campaign uses some good old-​fashioned cheeky British humour to position the snack as a fun and enjoyable cheesy snack.”

Last year, Mini Cheddars became even cheesier with the introduction of a new, improved recipe containing even more cheese. Alongside their baked, not fried proposition, the brand has grown as consumers continue to demand snacks made from quality ingredients.

Source: United Biscuits

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