German biscuit brand Bahlsen is set to air a £5m national TV campaign in the UK from 18 April.
Running until 22 May, the commercial centres on the Choco Leibniz range, appearing across a number of major channels including ITV, Channel 4, Film4, ITV3 and Sky Living.
It depicts a murder-mystery scenario to emphasise the ‘power of distraction’ of the biscuits, and features the strapline ‘Choco Leibniz. It’s not just a biscuit. It’s a Bahlsen’.
The ad – which the brand expects will reach 38.3 million ABC1 adult viewers – will be complemented by a microsite, Biscuitcase.co.uk, which invites visitors to enter a whodunnit-style competition for a chance to win a ‘premium’ weekend away.
“We are thrilled to share Bahlsen’s most exciting ATL campaign to date, said trade marketing manager Julien Lacrampe. “We want as many people as possible to try and enjoy our delicious biscuits, and this fantastic campaign is a significant step on this path.”