Feeling good shouldn’t be flavourless: new Fibre One campaign launches

Weight wellness snack brand, Fibre One, has started the new year with a bang with its latest campaign and brand visual overhaul, “Your Treat Should Treat You Better”.

Fronted by the pleasure-full (but still 90 calories) indulgence of Fibre One’s Chocolate Fudge Brownies, the new campaign tells shoppers that, when temptation strikes, they can treat themselves without compromise. With bold, illustrated imagery and impactful messaging, it empowers consumers to find their main character energy, backed by the ethos: life’s too short for flavourless sacrifices and bland snacks.

With a £230k investment in shopper media, both online and in-store, ‘Your Treat Should Treat You Better’ engages consumers from the aisle. A promotional price of £1 (RRP £2.25) across January further doubles down on Fibre One’s appeal at a key time of year for weight wellness seekers.

“Permissible indulgence is a popular driver for consumers as they search for options that offer maximum taste yet minimal calories – and that’s exactly what Fibre One delivers,” said JP Del Carmen, Head of Snacks at General Mills.

“Through our new campaign, we want to show shoppers that they can feel good about meeting those cravings, with Fibre One as the go-to treat that treats youbetter.

“With bold messaging and in-store visuals coupled with a fantastically low promo price, Fibre One is sure to grab attention in the snacking aisle this January.”