Weight wellness snack brand, Fibre One, has started the year with a new campaign and visual overhaul, called Your Treat Should Treat You Better.
Fronted by Fibre One’s Chocolate Fudge Brownies, the campaign tells shoppers that, when temptation strikes, they can treat themselves without compromise. With bold 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 online and in-store, the campaign is aiming to engage consumers from the aisle. A promotional price of £1 (RRP £2.25) across January will boost further Fibre One’s appeal at a key time of year for anyone on a health kick.
JP Del Carmen, head of snacks at supplier General Mills, said: “Permissible indulgence is a popular driver for consumers as they search for options that offer maximum taste yet minimal calories. Through our new campaign, we want to show shoppers they can feel good about meeting those cravings, with Fibre One as the go-to treat that treats you better.”
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