The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Bahlsen

Meet the Ninja Chihuahua - Bahlsen Biscuits unveils £4m campaign for new launch Pick Up!

Author

By Gillian West, Social media manager

February 27, 2014 | 2 min read

March will see the British public introduced to the Ninja Chihuahua, the star of Bahlsen Biscuits £4m campaign to promote new core product ‘Pick Up!’.

Created by Beattie McGuinness Bungay, campaign activity includes TV adverts, social media and guerrilla tactics all featuring the mysterious Ninja Chihuahua.

The new launch hopes to become synonymous with the brand mascot and the strapline ‘Chocolate that demands respect’ which will be revealed in a national TV advertising push between 1 and 30 March across multiple stations, including prime viewing slots such as Coronation Street, Emmerdale, 8 out of 10 cats, Alan Carr Chatty Man and Daybreak.

Of the launch, director of marketing at Bahlsen Biscuits, Jonathan Duffin, said: “The Pick Up! target audience as 20-39 year-olds with active lifestyles who are seeking a quality product for that ‘between tasks’ snack. We have worked with consumers to position Pick Up! and help devise an attention-grabbing marketing campaign to launch the product to the wider market. The campaign lends itself perfectly to social media and will enable the brand to engage consumers through social channels, furthering its reach through shareable campaigns, guerilla tactics and media partnerships.”

Pick Up! will also sponsor USA drama Person of Interest when it returns for season two on Channel 5 and 5USA from 21 March onwards. Beattie McGuinness Bungay and MediaCom will handle above the line marketing for the campaign with Red Ant Solutions charged with managing digital and chicken/egg handling social media.

Bahlsen

Content created with:

BMB

BMB Group is an advisory and asset management platform for ruling families and Forbes 500 investors. In 2015 the firm refocused its business to provide capital and...

Find out more

MediaCom

Find out more

Red Ant

Find out more

More from Bahlsen

View all

Trending

Industry insights

View all
Add your own content +