Jammie Dodger returns to TV after decade

Fox’s Burton’s Companies (FBC UK) is reintroducing Jammie Dodgers to television screens this August, with a fun and playful new advert. As part of the new campaign, Jammie Dodgers is back on screen after a decade with additional 360-degree support in-store and on social media. The £2m campaign is set to remind people to embrace the messy reality of family life and to never grow up.

The "Really Fruity" advert sees the whole family – the kids, the parents and grandma – getting involved in some summertime fun. After sharing a Jammie Dodger, the kids set out to surprise the family with a water fight, encouraging everyone to have fun, never grow up and to "act their shoe size, not their age".

Jammie Dodgers is a £33.9m brand, growing at +15 per cent YoY, and this campaign comes at the perfect time following the introduction of Apple & Blackcurrant Minis to the range earlier this year.

The new mini offering followed the successful launch of the 140g Jammie Dodgers Apple & Blackcurrant flavour in May 2023, which has recruited 277,000 incremental shoppers to the brand.

Colin Taylor, Trade Marketing Director at FBC UK, comments, “It’s been a very busy year for Jammie Dodgers – we’ve fully invested in innovation to keep shoppers excited and engaged, and now there is our ATL support to ensure that the brand is front of mind for shoppers when in-store, helping retailers to drive in-store footfall and sales.”

As part of the campaign Jammie Dodgers has jump-started its Instagram and Facebook channels, pushing out exciting and mischievous content in line with the brand’s tone of voice.