Challenge


Reposition the Go Ahead! biscuits as a mealtime replacement.

INSIGHT

Go Ahead! Yoghurt Breaks are the only bar in the market that contain fruit, yoghurt and a wheat based crunch part. Exactly the same ingredients as people have in their breakfast bowl at home.

SOLUTION

We positioned the Yoghurt Breaks as a breakfast nicely wrapped up in a bar: ’the whole bowl for on the go’. The concept was rolled out across an integrated campaign including digital, DM, experiential and in-store POS.