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United Biscuits channels £4m into go ahead! biscuit campaign as it reveals refreshed look

United Biscuits has continued its drive to refresh its brands - including McVitie's and Jacob's - and ploughed £4m into a new campaign for its healthier go ahead! range.

The campaign signals United Biscuits’ plan to capitalise on the ‘healthy biscuit’ popularity and supports a new logo for the go ahead! brand. The refreshed logo will feature prominently on packs across the range and each pack will be colour co-ordinated across ranges and flavours, to make the products easily identifiable to shoppers.

Launching today with a TV advert – created by Grey London and directed by D.A.D.D.Y – the 30-second spot aims to ‘emulate the fruity, feel-good snacking moment created by go ahead! products’ and features Rio dancers, muscle men, drummers and dancing photocopiers.

UB sweet biscuits marketing director, Sarah Heynen said: “The go ahead! brand is currently worth £47m, and we have a vision to grow it to £60m in the next five years. Healthier biscuits is the biggest biscuit segment accounting for over a fifth of all biscuits sales, making it a very important part of a retailer’s fixture.

“Biscuits are already an intrinsic part of our daily lives, but we know there is a huge opportunity to grow the healthier biscuit category even further by adding more excitement into the segment. As one of the leading healthier biscuit brands, we believe it is our responsibility to implement a plan that will enable us to achieve this.”

United Biscuits said that more than one in five UK households buy go ahead! products, with 200 million portioned packs sold each year across Britain.

The advert, which premieres tonight on ITV1 during Coronation Street, runs until 31 of August and is supported by the biscuit maker’s ‘biggest ever’ in-store, PR, press and online marketing, including a ‘significant push’ on go ahead!'s social media channels and PR.

In February, Heynen revealed plans to grow United Biscuits' McVitie's brand into a "mega-brand" after launching a £12m marketing drive.