Wagon Wheels gears up to supports dads

Biscuit brand Wagon Wheels is set to support dads through a campaign in partnership with Dadsnet – launching on Father’s Day.

The six-month campaign will centre around a series of "Real Talk" videos hosted by the "Loose Dads" across Dadsnet’s popular platforms, tackling important topics including gender stereotyping and Covid-19.

“In the last year, support for mental health has never been more important,” said Kate Needham, Burton’s Biscuit Co.’s Marketing Director. “As a brand notoriously popular with men, we wanted to create a campaign which would not only show our support but spark real conversations on hard-hitting issues in a relatable, down to earth way.”

With over 300,000 active members connecting online and face-to-face, Dadsnet offers the ideal platform for Wagon Wheels to reach out.

“Wagon Wheels is such an iconic brand with a big fanbase, including Dadsnet followers, which makes our platform a great fit for this campaign," said Al Ferguson, Dad of three and CEO of Dadsnet. "We are thrilled to have partnered with Burton’s Biscuit Co on such an important mission to get dads talking!”

Launching on Fathers’ Day (Sunday 20th June), the campaign also includes content such as dad jokes and competitions, while being supported across social media.

This new campaign follows the brand’s biggest ever on-pack promotion "Stig on Wheels" earlier this year, which ran in partnership with BBC Top Gear.