Burton’s Foods is to launch a £4.5m brand investment programme for its Jammie Dodgers brand, spearheaded by a national TV ad campaign – the brand’s first for six years.
The relaunch of the Jammie Dodgers brand is led by the introduction of a major brand extension in Toffee Dodgers, the first non jam-based Dodger in over a decade.
The introduction of Toffee Dodgers coincides with new packaging designs across the entire Dodgers range from Harrogate brand design agency Robot-food, which was briefed last year by Burton's Foods to handle a full rebrand.
The new modern designs aim for shelf standout in a bid to bring the brand’s mischievous personality to life.
Burton’s Foods’ category and activation controller David Costello said the brand extension “will deliver incremental value to the Dodgers brand”.
“Growth will come not only from Jammie Dodgers’ loyalists adding toffee to their repertoire but, more importantly, from consumers who are new to the Dodgers brand trading up from everyday biscuits,” he added.