German biscuit brand Bahlsen is launching a new national TV campaign for its PiCK UP! biscuit following a two year break.

The campaign will run from April 22 for five weeks across a number of major channels.

Centred around its philosophy of ‘Chocolate. Biscuit. And then some’ the advert depicts the biscuits’ power to provide more than expected, by breaking in half to reveal an exciting and unusual scene within its delicious centre.

With an overall investment of £2M, this new advert is set to be seen by more than 4.2 million households in the UK at least once and by 2.8 million of Bahlsen’s target C1C2 core target audience. 

Julien Lacrampe, trade marketing manager at Bahlsen said: ‘We are thrilled to share Bahlsen’s most exciting ATL campaign to date - a national TV advert which celebrates that PiCK UP! offers a surprisingly different treat. PiCK UP! is currently over performing in the chocolate biscuit bars segment and has grown by +23.9% (Nielsen 52w/e 25.03.17) year on year. 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.’