A 30-second TV ad breaks on 26 August for six weeks and focuses on the antics that go on at the Mini Jammie Dodgers Academy for Jam Wrestling, where children are taught to wrestle in jam. They train in a "jamnasium", leaping through tyres filled with jam and enduring assault courses in order to graduate from the academy.
The main ad will be supported by two ten-second spots, a website - www.letthejamdecide.co.uk - and various promotional stunts involving an on-pack offer to collect 40 different character cards that children can swap. The media buying and planning is handled by BBJ.
The senior brand manager, Paula O'Hare, said that although Mini Jammie Dodgers took the lead spot in the children's lunchbox sector, it had been challenged by the launch of other products, including McVitie's Mini Jaffa Cakes. "It is important we retain our leadership in a sector full of competing products, O'Hare said.
"There is pressure on the brand from lots of sources, including other biscuits and sweets, but our great selling-point is that it's a not a chocolate-based product and is perceived as healthier by kids' mothers. We hope the ads will appeal to both children and parents, she added.
The ads were written by Julian Dyer, art directed by Keith Terry and directed by Nick Jones through Rogue Films.