Burton’s Biscuit Co. is launching a new campaign for Jammie Dodger designed to disrupt retailers’ biscuit fixtures called #WitnessTheMischief.

From 11 May, the Jammie Dodgers logo will be replaced on-pack by a series of funny and relatable phrases picked to resonate with families.

These limited-edition packs will also feature the campaign hashtag #WitnessTheMischief and a QR code, encouraging families to share their moments on social media.

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There will be approximately four million limited-edition packs, and Burton’s will support the campaign with social media activity on TikTok.

“#WitnessTheMischief will elevate the everyday snacking occasion by tapping into the successful trend for bespoke packaging,” said Kate Needham, Burton’s marketing director. “We’re bringing it into the biscuit fixture with a disruptive campaign that is certain to excite consumers and attract attention to the category in store.”

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