Jammie Dodgers

After 70 years as a British biscuit icon, Jammie Dodgers biscuits had a special place in the nation’s heart. But they were seen as the preserve of childhood nostalgia. To reach our audacious Y1 sales target of £6M, +20% value increase, they needed to make the brand sticky for young families. It was time to unleash Jammie Dodgers iconic and distinctive brand of mischief to bring kids and parents together, and cheekily changed perceptions of Jammie Dodgers to young at heart. The campaign revitalized the Jammie Dodgers brand from misty-eyed to mischievous, and pumped value sales by 28% in Y1. It's also a finalist at the 2025 effie Awards.