Editors pick. Jammie and Toffee Dodgers - "Get Stuck In"

Client: Toffee Dodgers

Agency: VCCP

VCCP has launched a new TV campaign to launch Toffee Dodgers, the new flavour from the kids’ biscuit, Jammie Dodgers. The campaign broke on May 1 with TV, online and point of sale.

In the new campaign, the first for the brand in over four years, the cheeky spirit of the Dodgers brand is communicated via monkeys which personify each flavour. The puppet characters, who have Dodger biscuits around their heads, bring some fun to mundane everyday situations. We meet them in a supermarket, each willing a Mum to choose their respective flavour. In the first TV ad we encounter Jammie and Toffee Monkeys and in a subsequent spot we’re introduced to Choccie, a third character representing the new Choccie Dodger flavour. The campaign features the new strap line ‘Get Stuck In.’

Stuart Wilson, chief marketing officer of Burton’s Foods, said, ‘The Toffee Dodgers campaign is yet another step forward in the development of our Power Brands. The £4.5 million brand investment we’ve put in place to engage with consumers in more innovative ways will no doubt drive substantial growth for the brand in the sector.’

Ed Maxwell, account director at VCCP, said, ‘Dodgers are back. With this campaign we wanted to convey the mischief at the heart of every biscuit and unlock the love which families have for this classic British brand.’

The TV ads were created by Steve Vranakis, Fred Rodwell and Andrew Parsons. They were shot by Roderick Fenske of Hungry Man. Media was planned and bought by Universal McCann.