Sweet biscuit brand Go Ahead! has revealed a new heavyweight advertising campaign.
The campaign includes TV, video-on-demand, experiential sampling, out-of-home, digital and social activity. It will support the launch of the brand’s biggest NPD for 2017, the 100% natural Goodness Bar.
The Go Ahead! Goodness Bar taps into the trend for raw fruit, nut and oat bars, and contains no added sugar. Available in Cocoa & Orange and Cocoa & Hazelnut variants, it is also gluten-free and high in fibre with an RSP of £2.29 for a four pack.
Go Ahead! is also launching new Crunchy Dippers – high-fibre mini breadsticks with a choice of two dips: Salted Caramel or Creamy Coconut. Available in portions of less than 150kcal, the product has an RSP of £1.99.
The core range will also be updated in line with health and wellbeing goals set out by brand owner Pladis. Go Ahead! Crispy Slices and Yogurt Breaks will now be available in a new and improved recipe, both with reduced sugar and more fibre. Go Ahead! Fruity Bakes have been renamed to Fruit and Oat Bakes reflecting the new and improved recipe, which includes more oats, a source of fibre and is reduced in sugar. A new banana variant has also been added.
The entire range has had a packaging refresh in fresh and natural green to improve product standout on shelf and to unite the brand under one colour.
Kerry Owens, Marketing Director Sweet Biscuits for Pladis, commented: “2017 is a really important year for Go Ahead! and we’re extremely excited to introduce a range of new products and launch the brand’s biggest ever campaign. We recognise that what ‘healthy’ means has changed considerably to the consumer over the years which is why we’re committed to modernising the range and providing our customers with snacks which suit their needs and, most importantly, taste great!
“We’re confident this Go Ahead! brand refresh with our new and improved core range and packaging will be a hit with consumers.”
