Mondelēz International biscuit brand Mikado has returned to TV screens today (21 March) for the first time since 2012 as the snack company looks to boost investment in the brand.
The 20-second advert, created by Gravity Road, aims to target office workers experiencing the peak 'slump' time of 2:16pm. Set within an office the advert shows 'Vanessa', a social media advisor, and her co-workers move from being bored to 'unleashing their inner quirk' after eating some Mikado.
Helen Potter, Mikado brand manager for Mondelēz International, said: “Mikado represents a fantastic opportunity within the Mondelēz portfolio. It’s such a fun and quirky snack, and this campaign is part of our broader investment in the brand. When consumers try Mikado they love it and we are keen to encourage more consumers to experience the quirky brand.”
To support the ad and drive more consumer engagement, the campaign also includes a host of online content, including extended character profiles and behind the scenes mockumentary interviews. Meanwhile paid media will see content reach bored office workers at the 2:16pm lull.