KRAFT FOODS will be putting the bite into the UK’s breakfast-time when it unveils its new £3 million TV and marketing campaign for the all-new Belvita Breakfast, the UK’s only specially designed breakfast biscuit.
The UK debut of Belvita Breakfast marks a brand new alternative to British breakfasts, even though biscuits have been part of Europe’s breakfast culture and heritage for decades, where Kraft Foods has significant market share.
The marketing campaign for Belvita Breakfast will break with a heavyweight 30” TV burst which airs from the 10th April, and is focused on educating the brand’s core target of 25-35 year women about the benefits of a balanced breakfast, together with the role that Belvita Breakfast can play.
Belvita Breakfast is specially designed as a tasty, convenient and portion-controlled alternative to current breakfast options – whether at home, on the go, or at work. The biscuits are made with wholegrain, rich in cereals, a source of fibre, and contain a selection of vitamins and minerals; when eaten with a portion of fruit and serving of dairy – such as a latte and apple – each serving of four biscuits regularly release carbohydrates over 4 hours to keep you going all morning.
The TV campaign features popular Capital FM breakfast radio presenter stalwarts, Johnny Vaughan and Lisa Snowdon, in-studio and plays on the duo’s personalities and playful breakfast show banter. Snowdon, who appears fulfilled and satiated, has just enjoyed a balanced breakfast including Belvita Breakfast and arrives in the studio in perfect time; while Vaughan is pictured arriving late, dishevelled, unprepared and unravelling a greasy butty. The biscuits are unveiled as “a totally new way of having some breakfast” and the creative ends with the tagline: Belvita BREAKFAST – biscuits specially designed for breakfast.
Airing for four weeks from 10th April to 7th May and running across the core target’s most highly-viewed programming on terrestrial and satellite channels, the TV campaign will be accompanied by an eight week print campaign, and integrated with PR, an advertorial programme, retail promotions and sampling.
Comments Nicola Wilkinson, Kraft Foods: “We know that UK consumers love biscuits but to date we haven’t been able to enjoy a specially designed breakfast biscuit – until now.
“The launch of Belvita Breakfast is extending the biscuit category and will also help drive growth. Its success in Europe shows that there is a real appetite for breakfast biscuits, and the UK market is ready for something new.”
Kraft Foods’ recently commissioned pan-European study that investigated comparative breakfast habits, found that Britain currently tops Europe’s breakfast skipping table with 34 per cent of the UK missing the most important meal of the day, compared to only 17 per cent of France, 18 per cent of Italy and only 13 per cent of Spain. The study also showed that nearly one in ten Britons (8 per cent) never eat breakfast, with men (38 per cent) and people in their twenties (55 per cent) most likely to skip.
Continues Wilkinson: “As breakfast personalities that many people in this country love waking up to everyday, Johnny and Lisa are the perfect pair to lead our campaign, encouraging the nation to try Belvita Breakfast as a new and convenient breakfast alternative, which is perfect for busy mornings.”
Belvita Breakfast is available in two variants – Fruit & Fibre and Milk & Cereals – and in two formats – 300g box containing six sachets of four biscuits (RRP £2.19), and a 50g pack (RRP 0.49 pence).