Chance to win exclusive branded SuperSoakers
BISCUIT treats firm Fox’s Burton’s Companies (FBC) has announced a new brand collaboration between its Jammie Dodgers biscuits and Hasbro’s NERF toy guns.
Aiming to connect the beloved biscuit with Hasbro’s iconic active play brand, the new collaboration will offer consumers the chance to win one of 100 NERF SuperSoaker toys every day.
These uniquely designed SuperSoakers feature the Jammie Dodger brand’s iconic rad pantone and love heart designs across the water gun and have been specially designed for the biscuit brand.
Running now until 29 July, consumers will be in with the chance of grabbing one of these exclusive toys by picking up participating packs of Jammie Dodgers.
The campaign will run across the full range of standard sized Jammie Dodgers, Jammie Dodgers Mini’s and Jammie Dodger Giant as FBC reckons the new campaign will help to bring more shoppers into the brand by tapping into NERF’s loyal fanbase and offering them a unique, collectible product.
With Jammie Dodgers already being the number one sub-brand in kids’ biscuits – outperforming the sweet biscuit category by 19% with a worth of £37.7million, according to Kantar data – the new promotion is expected to drive over £1million of sales into the category.
FBC says this makes Jammie Dodgers’ promotional packs a must-stock for retailers looking to drive up sales during the all-important summer months.
The partnership will be supported across social media sites and in-store with some stand-out PoS materials available for retailers.
David Hebson, trade marketing director at FBC, said: “We’re incredibly excited to launch this partnership with NERF. Both brands have a highly engaged and fun-loving core audience, so we wanted to create something extra special for them.
“The exclusive design can’t be found anywhere else, so we expect the promotion to be a real hit with shoppers, providing retailers with an opportunity to drive incremental biscuit sales across the summer months.”
