Fibre One launches health and wellbeing TV campaign

By Éilis Cronin in Biscuits & Cakes 5th January 2021

Snack brand Fibre One is launching a campaign to “encourage consumers to take 30 minutes out from their hectic routines to slow down and simplify their lives”.

The “Take30” campaign includes a TV advert highlighting the challenge and features the brand’s new Chocolate Fudge Brownie recipe, containing 30% less sugar.

The advert is running until 3 February supported by social media activity, in-store advertising, and a sampling campaign via recipe kit company HelloFresh to “drive demand for the product by getting it into the hands of 50,000 consumers”.

Adrienne Burke, marketing manager for snacking at brand owner General Mills, said: “As we continue to balance our busy lives, amidst the pandemic and entering a new year, at Fibre One we recognised that we could all do with a bit of a breather.

“This idea of ‘Take30’ also reflects our exciting new recipe renovation. We are really proud of how we have managed to reduce sugar by 30%, without compromising on taste.

“This means we are able to further support our community of weight managers in having exactly what they crave.”