Fibre One TV ad 2017

General Mills has launched the first TV campaign for Fibre One since launching the snack brand in November 2015.

Running now until 29 January, the £1m ad push focuses on the typical post-Christmas dieting period, aiming to help ‘weight managers keep on track with their goals’.

Called Turn Around Barbara and featuring a retooled version of the 1980s power ballad Total Eclipse of the Heart, the commercial shows women suffering cravings for calorific treats. After they satisfy their hunger with Fibre One snacks, the 30-second clip ends with a ‘90 calories per portion’ claim for its Chocolate Fudge Brownies, Lemon Drizzle Squares, and Salted Caramel Squares.

The campaign will be supported by sampling throughout January in Tesco, Asda and Sainsbury’s, as well as at Birmingham’s Bullring and Bluewater in Greenhithe, Kent.

Fibre One represented “a real step change in better for you snacks,” claimed Arjoon Bose, marketing manager for snacking at General Mills.

“Weight management can be a painful, never-ending journey for many, especially during the core diet season of January,” he added. “Our new campaign showcases this.”

The media investment demonstrated General Mills’ confidence that Fibre One would fill a gap in the market for consumers who “don’t want to deprive themselves when it comes to great flavour snacks,” said Bose.