United Biscuits launches product trial push for Go Ahead!

LONDON - United Biscuits has launched a website aimed at increasing brand engagement and driving trials across the Go Ahead! low-fat biscuit range.

The site was designed by United Biscuits' digital agency, Inbox, part of the Digital Marketing Group. Its launch coincides with a TV campaign, which promotes the site in the end-frame.

The website, which features the hunger monster from the TV ad, has been designed to encourage customers to try the various Go Ahead! products. After registering their details, consumers can print out a 30p money-off next purchase voucher, redeemable in-store.

A follow up email will provide further money-off next purchase offers. The site also includes information on the range, as well as tips on how to lead a healthy lifestyle.

Nic Casby, brand manager for Go Ahead!, said: "The new website and clever sampling mechanic will help us drive brand engagement with consumers and get them trialling Go Ahead! across its various exciting formats."

Go Ahead! launched in 1996 and is bought by 4.9m UK households, according to United Biscuits. Since 2000 the healthier snacks market has surged; it is now estimated to be worth £357m, growing 7% year on year in the UK.

The Go Ahead! brand currently includes Yoghurt Breaks, Crispy Fruit Slices, Fruit Bakes and Cereal Bars. Recent additions include Raspberry Yoghurt Breaks, Blueberry Yoghurt Breaks, Choc Chip Crispy Fruit Slices and a Blueberry and Cranberry Cereal Bar.

This year United Biscuits will add Wholemeal Bakes and Slices, Raspberry & Cranberry Wholemeal Slices and Strawberry Twist Wholemeal Bakes to the range.