Grey London Throws Out GIF-tastic Moves for New Go Ahead! Campaign
United Biscuits has announced a brand new advert for its biscuit range, Go Ahead! Directed by Blink Production's The Bobbsey Twins From Homicide and featuring hit music from Jason Derulo, the 30 second ad will support the brand’s relaunch, encouraging consumers to make smart snacking choices through its ‘Snack Smart’ proposition.
Using GIF-related humour to bring the new Go Ahead! proposition to life, the creative demonstrates the celebratory feeling you get when you make a smart snacking choice.
The ad opens with a group of office workers getting on with their morning routine when one of the employees, Sarah, reaches for a Go Ahead! Yogurt Break. Suddenly, celebrating her smart choice, Sarah transforms into a dancing GIF, bewildering her colleagues, and causing them to stare in shock.
The camera then focuses on a couple of characters who have succumbed to temptation or tastelessness, positioning Sarah as the envy of the office in an otherwise dull environment. The ad concludes with Sarah snapping back to reality, smiling to herself in celebration of her smart choice, and closing with the new ‘Snack Smart’ call to action.
The advert, created by Grey London, will form part of a £3.9million spend for through the line activity from Go Ahead! to embed its new ‘Snack Smart’ proposition and introduce its range of innovative NPD.
The new through the line campaign follows a major NPD launch for Go Ahead! after it introduced its Cookie Bites and Pud Bakes earlier in the year, alongside a fresh and modern new packaging across the range. These products have joined the existing portfolio for Go Ahead! comprising Yogurt Breaks, Crispy Slices and Fruity Bakes.
Sarah Heynen, Marketing Director for Sweet Biscuits at United Biscuits, said: “With the launch of our new brand proposition for Go Ahead! and the introduction of some great tasting NPD, it is an incredibly exciting time for Go Ahead! We know that there is a huge demand amongst consumers for healthier snacks that they can enjoy throughout the day, and the Go Ahead! range offers delicious tasting products that are also lower in calories.
“We know that everyone enjoys snack time and with their clever balance of taste and calories we want our products to enable consumers to ‘Snack Smart’ without feeling like they are compromising on anything - our brand new advertising campaign therefore aims to bring to life that Go Ahead! knows and celebrates the feeling of making a smart decision.”
Creative Director: Darren Wright
Copywriter: Danielle Noel, Thom Whitaker
Producer: Natasha Johnson & Georgia Tomi
Creative Agency: Grey London
Planners: Daniel Sherrard
Account Management: Nicola Wardell, Tamara Bennett, Justine Deighan, Sebastian Van-Driel
Media Agency: MEC
Music and Sound
Audio Post Production: Sam Ashwell @ 750mph
Editor: Ed Cheesman @ Final Cut
Post Production / VFX
Post Production House: Gaz @ The Mill
Director: The Bobbsey Twins From Homicide
DOP: Alex Barber
Executive Producer: James Bland
Producer: Sam Levene
Production Company: Blink
Category: Food , Snacks and confectionary