Family-owned German biscuit brand Bahlsen is launching a new national TV campaign today. Centred around its Choco Leibniz biscuits, the ad will run from 18 April until 22 May, across a number of major channels including: ITV, Channel 4, Film4, ITV3 and Sky Living, as well as On Demand.
Shot in a luxurious European setting, the ad depicts the biscuits’ power of distraction through a murder mystery creative. Using the strapline ‘Choco Leibniz. It’s not just a biscuit. It’s a Bahlsen’, the TV campaign entertainingly brings to life the fact that Bahlsen biscuits are a cut above the rest.
With an overall investment of £5m, including marketing spend, the advert is set to reach the core Choco Leibniz audience of 36-64 year old ABC1 adults, hitting 38.3 million in the UK at least once, 25 million of which will see it at least three times. A unique microsite has also been built to support the advert, which mirrors the creative and engages consumers through a ‘who done it’ competition - tasking them to guess the culprit from the advert, with a chance to win a premium weekend away.
Trade marketing manager Julien Lacrampe said: “We are thrilled to share Bahlsen’s most exciting ATL campaign to date - a national TV advert which celebrates that Bahlsen biscuits truly do stand out from the rest. Currently, Choco Leibniz is growing 13% in units year-on-year and we are selling on average one packet of Choco Leibniz every three seconds in the UK. We want as many people as possible to try and enjoy our delicious biscuits and this fantastic campaign is a significant step on this path.”