Borders Biscuits
The biggest evolution of a biscuit, bar none
The Brief
Border Biscuits, the family-owned, independent biscuit brand, was planning to launch another irresistible product: its first-ever snack bar. With Border Biscuits having secured a UK-wide Morrisons listing for the new Dark Chocolate Ginger bar, LUX was given the honour of taking this news to the biscuit-loving people of the UK.
The Insight
The nation’s biscuit-eating behaviour is changing. Due to busy lifestyles, more than 50% of us now enjoy snacking on a biscuit on the go; meaning it was time to tell fans of Border’s Dark Chocolate Gingers that their favourite biscuit was now available to enjoy in bar form.
The Big Idea
We put the evolution of the Dark Chocolate Ginger front and centre; creating a colossal 7ft model that visually told the story of the biscuit’s new shape. On top of this, we made tactical use of UK consumer and trade media announcements plus media gifting. The evolutionary theme was given added clout by enlisting the help of renowned influencers – including a Team GB Olympian – to reveal examples of their own personal evolution.
The Results
The Dark Chocolate Ginger Bar was the toast of newsrooms UK-wide. We secured heavy-hitting pieces of consumer and trade coverage across a slough of major publications including The Sun, Good Housekeeping, Manchester Evening News and Retail Times.
96
pieces of UK coverage
3.2M
print circulation
141M
opportunities to see & hear
A Cup Winner!
How UK media described the new product
