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Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

Mikado launches pan-European campaign under its new ‘Effortlessly Original’ positioning

Mikado, the biscuit brand, has launched a European-wide integrated campaign as part of its new ‘Effortlessly Original’ brand positioning.

The first campaign to be developed for the brand by Fallon London since its appointment earlier this year, the campaign aims to move Mikado from a repertoire brand to a regular, snacking brand.

The central spot, ‘Casino’, highlights the originality of the Mikado product with the introduction of a unique character, who suggests a round of Hungry Hippos is played rather than a game of poker. It ends on the strapline ‘Stay Original’.

“It has been an exciting journey to bring to life Mikado’s personality and quirkiness in such an involving manner, inciting us all to reveal our own originality,” said a spokesman at Mikado.

The campaign has comprised TV, print and digital, with the ad first airing in Germany. A roll out is planned across France, Austria, Spain, Italy, Belgium, UK and Switzerland.

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