Burton’s Biscuits, manufacturer of Wagon Wheels and Jammie Dodgers, used torely heavily on TV to drive sales, like their competitors (76% of category spendgoes onto TV). In May 2010, Burton’s launched a brand new line of deliciouschocolate covered Cadbury biscuits, which contain fillings of brandedconfectionery treats – Caramel, Turkish Delight and Crunchie. Burton’s agenciesUM and IPM saw the launch as a great opportunity for a step change - a shift inhow biscuits conventionally used media, and a chance to shake up a rather tiredcategory.

Outdoor stood out as a natural media choice for several reasons – as anannouncement vehicle, as a rapid cover builder, to provide a flexible canvas fora very visual creative execution, and to drive trial by targeting the relevantconsumer in the right place. The outdoor campaign featured 48 sheet billboardsand 6 sheets, backed up by premium formats such as backlit 48’s, Mega 4’s anddigital signs in London to highlight the variants. Point of sale 6 sheets at themajor grocery retailers captured shoppers on their way into stores and acted asa final reminder to visit the biscuit aisle.

In less than a year, Cadbury Biscuits became the second biggest grocery NPDlaunch of 2010. Retail sales value has exceeded £15.2m (IRI data to 25/12/10)and The Grocer magazine named it the top biscuit launch of 2010. Research byMillward Brown for Clear Channel showed strong increases in both adawareness and purchase consideration, significantly exceeding FMCG norms.

Outdoor propels Cadbury Biscuits to sales of £15m inunder a year – The Grocer’s top biscuit launch of 2010

“The clarity & conviction of UM’soutdoor strategy has really contributedto the successful launch of CadburyBiscuits.”

Simon King, Category BusinessTeam Controller, Cadbury Biscuits

More information from UM / Clear Channel