At a time when society  can feel a bit too serious, household favourite Jammie Dodgers is set to bring a smile to the nation with a fully integrated marketing campaign reminding people that no matter how mischievous children can be, we love them for it because they’re ‘Sweet at Heart’.

The fun-filled marketing drive breaks in July and comprises an integrated Facebook and YouTube campaign using animated creatives, boosted by outdoor advertising targeting shoppers on the move, front-of-store and in-store advertising. The campaign will also be amplified by a number of social influencers who share the same playful outlook on life.

“Children can be naïve and sometimes outright cheeky when they create mischief, and we’ll be capturing the moment when parents forgive their naughtiness because underneath it they know they have good intentions – or as we say – they’re ‘Sweet at Heart’” says Kate Needham, Burton’s Biscuit’s Marketing Director.

“In the process we’ll be reminding the nation’s biscuit lovers that Jammie Dodgers are similarly playful and mischievous, and of course fun to eat – a permissible biscuit that doesn’t take itself too seriously. We’re encouraging families to do the same.”

The campaign will use a series of humorous images showing the lovable, laughable antics that children enjoy – from cheeky shortcuts when they’re out of jam to attempts at ‘helping’ with the baking!