Bel UK has launched a brand campaign for its kids’ snacking brand GoGo Squeez.
The brand is focusing on amplifying its natural health credentials. The range had 70% less sugar than other products in the category and was a “simple and delicious way” for kids to get one of their 5 a day, it said.
The campaign will launch on 21 March with an advert with the strapline ‘Go Wild with Nature’.
The advert has a budget of quadruple that of any other previous media spend from the brand. It will run across cinema, video on demand on Sky and ITV, and an OOH campaign including an interactive experiential activation timed to coincide with the Easter holidays.
As part of its strategy, GoGo Squeez has also published a report based on a study in which 1,000 parents of young children shared their thoughts, fears and aspirations regarding their children’s health and happiness.
The report also includes insights from a team of experts and actionable tips to equip families with the tools to balance their children’s needs with the demands of daily life.
The Day Trends report has been used as the basis for the brand’s Formula for Fulfilled Kids, which is grounded in three pillars – good nutrition, quality time and outdoor adventures.
This formula highlighted the essentials for supporting children’s physical, emotional and social wellbeing, the brand said.
“Currently just 12% of UK children are eating their recommended 5 a day despite the recognised health benefits,” said David Brandman, Bel UK&I managing director. “That’s why we’re driving this significant new branding approach for GoGo Squeez, backed by the findings of our major, new trends report – to support parents in their search for healthier choices.
“We want to create snacks that kids will love while connecting with parents on an emotional level, going beyond the basic functional, ‘healthier’ messaging to take a more playful, holistic approach to nutrition and wellbeing,” he added.
The brand is also pledging 40,000 fruit pouches to Magic Breakfast to support the charity’s breakfast provision.
“The pouches will help increase fruit consumption and help fuel the learning of children most at risk of hunger,” said Brandman.
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