Jammie Dodgers is looking to remind people that even the most mischievous children are still loveable as part of its fully integrated ‘Sweet at Heart’ marketing campaign.

Jammie Dodgers Sweet At Heart

Live from this month, the marketing drive comprises an animated Facebook and YouTube campaign, outdoor advertising and in-store activity. The campaign will also be supported by a number of social influencers.

“Children can be naïve and sometimes outright cheeky when they create mischief, and we’ll be capturing the moment when parents forgive their naughtiness because underneath it they know they have good intentions - or as we say – they’re ‘Sweet at Heart’,” said Kate Needham, Burton’s Biscuit Co’s marketing director.

“In the process we’ll be reminding the nation’s biscuit lovers that Jammie Dodgers are similarly playful and mischievous, and of course fun to eat – a permissible biscuit that doesn’t take itself too seriously. We’re encouraging families to do the same.”