Devouring an £190 million biscuit category

Consumer research identified a ‘£190m untapped accessible premium’ biscuit category opportunity’ for Border Biscuit. This insight was the basis for a national campaign to enable the brand to gain traction outside of Scotland.

The trade campaign had the confidence to be bold, simple and impactful, which is crucial for premium accessible brands within a fast-moving retail space. Focusing on colourful palettes of pink, yellow, red, and orange, we aimed to ensure each biscuit variant could be recognised by its individual shade. 

Advertising was strategically placed to maximise editorial coverage and share of voice verses competitors. The campaign successfully raised the profile of the brand resulting in a significant uplift in trade sales.