As part of a £1.8m investment, Mikado is back on TV screens for the first time since 2012 targeting the afternoon snack market.
Due to air today (March 21), the 20 second spot shows a typical office during the post-lunch slump and how snacking on Mikado allows workers to get in touch with their quirky side. This results in singing, shirt ripping and smooching, ending with the hashtag ‘release your Mikado’.
Running until May 19, the ad will appear in key afternoon and primetime slots, supported by in-store activity and a host of on online content including extending character profiles and behind the scenes mockumentary interviews.
Mikado brand manager at Mondelez International Helen Potter said: “We’re really pleased to be supporting this quirky, unique brand in 2016 with our first TV campaign in four years. Mikado is a versatile snack, ideal for on-the-go, and our latest ad demonstrates the quirkiness that Mikado can bring to the afternoon slump moment, helping consumers to unleash their inner Mikado. This campaign will drive brand awareness, and will support the re-launch of our Mikado 39g format, so retailers should stock up now to take advantage of our investment.”