Relaunch for Wagon Wheels

Burton’s Biscuit Company is relaunching the Wagon Wheels brand to appeal to a new teenage generation.

The relaunch includes a new and improved recipe, a limited edition new caramel flavour and brand new packaging that stands out on the shelf.

An above the line campaign, spearheaded by nationwide cinema advertising and a full digital campaign, will run until July, with further exciting NPD news expected later in the year.

The advertising campaign encourages teens to discover the secret of the marshmallow.

The creative idea features three teenagers who believe they have made a terrifying discovery – that the marshmallow within Wagon Wheels is actually ‘Martian mallow’. They are on a mission to blow the lid on what they believe is a massive alien conspiracy to take over the world….’the truth is in there’.

The new logo and design give an adventurous, exciting new look, whilst keeping elements of the iconic imagery associated with the brand. The packaging now contains a product shot and clear product messaging, helping to attract new customers.