Mondelēz launches Barny children's snack with £4m advertising push

Mondelēz International has selected Mcgarrybowen to help create an advertising campaign supporting the launch of Barny, a new bear-shaped sponge snack, as part of a £4m marketing push.

Running from August the ad, directed by Eli Sverdlov and brought to life by designers and animators at Gravity, suggests Barny fuels small discoveries and aims to provide mums with information on the product specifics and ingredients.

The 30” ad will run from today (Monday 19 August) on TV and VOD for four weeks with spots during Coronation Street, Emmerdale and This Morning. From Friday 30 August the ad will also air in cinemas.

In addition to the advertising H+K Strategies has been appointed to provide PR support with Arc London creating an interactive stand where families can explore the world of Barny as part of a tour over the course of four separate weekends. The key focus of the stand is an eight metre long illustrated wall inspired by the TV ad, bringing bug-related facts to life via augmented reality.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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