Dodgers chocolate variety

Burton’s Biscuit Company is set to accelerate the growth of its Dodgers brand in 2012, with the launch of Dodgers’ Choccie variant.

The launch will be backed by a £3 million (€3.6m) brand support package, spearheaded by a new TV commercial that breaks in April.

The advertising campaign will begin on 28th April during Britain’s Got Talent on ITV1 and pits the Jammie, Toffee and Choccie Monkeys against each other in an epic chart battle. The first ad will be a ten second introduction to the three Monkeys. In the following break, viewers will be treated to performances from all of the Monkeys, in a 40 second ad. In the final advert break, viewers will be directed to the Dodgers website to vote for their favourite performance.

“The introduction of the new Choccie variant follows a year of sustained growth for Dodgers. In the last 12 months the Dodgers brand has grown by a massive 18.2% in value, boosting retailers’ profits and significantly outperforming the category as a whole,” says David Costello, Burton’s Biscuit Company’s category and activation controller.

The introduction of the new Choccie variant also follows extensive research which has highlighted how it will drive consumers to the biscuit fixture.

The research confirms how more than one third of biscuits eaten by children are chocolate and chocolate cream is the number one new product development concept in consumer testing.
“What’s even more significant is that in research almost three quarters of consumers said they would love a Choccie Dodger and this confirms its profit-boosting potential,” adds Costello.

“Consumer feedback has been so positive that we expect sales of Choccie Dodgers to be even bigger than the recently launched Toffee variant, which achieved £4m in its first nine months. We also expect growth to come from Jammie Dodgers’ loyalists buying Choccie as well but, more importantly, from consumers who are new to the Dodgers brand trading up from everyday biscuits.”