Jammie Dodgers fun started in the cinema foyers: lifesize talking Jammie characters, biscuit sampling and competitions to invent new flavours were all creative ways to engage kids with the brand. We then ran the films kids had selected as their favourites, and sponsored the entire morning beginning with Jammie Dodgers welcome messages. After the film there was more messaging and games as kids and mums were leaving, plus online games when they got home.

The Saturday Morning Kids Club event has directly increased sales: New buyers were introduced to the brand – household penetration rose by 123,000 (8.8% to 9.3%), and existing buyers bought more - average purchase rose 5%.Over six months, that meant 2,270,000 more biscuits!