Looking to promote both the YoYo brand, as well as the new Alphabites cereal, there will be a different creative for each, along with 25 key family events with National Geographic Kids and a schools partnership across the UK reaching over 250,000 consumers in total.
Head of marketing for Bear, Emma Hines, said: “We built our campaign around the multiple touch points of a parent’s day- the key challenge then was to create two ads that were unique for the two products but both clearly Bear. Both needed to do the job of showing our no nonsense approach to making healthy food, but deliver the taste and playfulness of the brand at the same time.
“For YoYos our number one priority was to help consumers to understand what a YoYo is, whereas with cereal it was about creating an ad that built on the creative on pack and would really give us a point of difference in a very competitive category.”
The £900k campaign will span across outdoor, digital, PR, social media, partnerships, sampling and in-store.
Shaun Bowen, creative partner at B&B, said: “The Bear brand is all about keeping things simple and natural, but we needed to find a way to show both the product and its packaging without losing its naive charm. While the YoYos ad features simple illustration, the cereal ad builds on the pack’s collage style by using real cardboard cut-outs in the shoot. The differing styles demonstrate the depth inherent in the Bear brand – and create real difference to the rest of the kids’ category.”