Fibre One, the low-calorie snack brand from General Mills, has launched its first ever TV campaign in the UK in an attempt to raise awareness among consumers of its guilt-free cake bars.
Running until 29 January, the £1 million media campaign is expected to reach nearly 7 million consumers as it taps into the country’s post-Christmas health fad.
At its heart is a 30-second creative called Turn Around Barbara. It shows people struggling to come to terms with eating healthily, and features a humorous reworking of the Bonnie Tyler balled Total Eclipse of the Heart, at the end showing how Fibre One’s cake bites are just 90kcal per portion.
The brand produces a range of chocolate fudge brownies, lemon drizzle bars and salted caramel squares.
General Mills marketing manager for snacking, Arjoon Bose, claimed that the advert would prove to be ‘a real step change in better-for-you snacks’.
“With many competitor product sales in decline, the brand offers consumers a genuinely great-tasting and satisfying snack without the guilt. On top of this we recognise weight management can be a painful, never-ending journey for many – especially during the core diet season of January. Our new humorous yet insightful advertising campaign showcases this.
“We’ve received resoundingly positive feedback from retailers and consumers alike following the extended listings the brand secured earlier in the year, and this heavyweight investment in the brand’s marketing programme demonstrates our confidence that it will continue to grow and fill a gap in the market.”
Fibre One will accompany the campaign with extensive sampling activities throughout January in supermarkets Tesco, Asda and Sainsbury’s – as well as events at the Bullring in Birmingham and Bluewater shopping centre in Kent.
It hopes that the sampling will introduce half a million people to Fibre One’s products, each of which contains 5g of fibre in every bar.
It is the first marketing campaign of its kind for the General Mills-owned brand, which has previously advertised on US screens with adverts such as the divisive 2015 campaign that saw a man enduring the labours of a ‘food baby’ – and which ended with the call-to-action ‘if you’re irregular, get more fibre’.
Targeting so-called weight managers, Fibre One ‘distinguishes itself from competitors with a more playful, light-hearted and positive brand personality – something which comes across strongly through its latest ad’, the brand said.
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