Identifying BGT as the biggest family moment opportunity, we negotiated an exclusive, first-of-its-kind TV partnership with ITV. BGT was the 3rd highest rating HW+Ch programme of the year, the highest rating programme for children, and also delivered the 3rd highest % of mutual viewing, with 24% of all HW+Ch viewing the programme alongside Children.

The new monkey character, “Choccie,” was introduced via ‘Dodger Number 1,’ a sing-off that pitched all three monkeys against each other in a music battle echoing the format of BGT (i.e. auditions, behind-the-scenes footage, winner crowned in ad break just before BGT winner was crowned, and used same famous voice-over artist). ‘Dodger Number 1’ aired first in three consecutive BGT breaks that allowed the intensity of the competition to grow which allowed family viewer engagement to grow simultaneously.

Web and mobile sites allowed families to fully embrace the contest and the Dodgers brand, allowing them to watch complete audition videos to vote for their favorite act/monkey. The winning monkey was crowned during a commercial break during BGT’s season finale.

Family engagement:

-Over 1m video views across ITV’s platform

-31,000 monkey votes and 55,688 visits to Dodger No. 1 website

-Jammie Dodgers topped Twitter trends on both the launch and final nights (Above Britain’s Got Talent presenters Ant & Dec and Global superstar judge Will.I.Am)

Qualitative research:

-67% agreed that Dodgers is a fun brand

-21% uplift in brand advocacy amongst those saw Dodger No.1

-38% uplift in consideration for Choccie Dodgers

Commercial results:

-Choccie Dodgers became a top 5% brand in terms of trial

-Jammie Dodgers value sales increased 22% period on period, volume increased 19% (IRI)