Burton’s Biscuit Company has announced the launch of a new marketing campaign for its popular brand Jammie Dodgers.

The fun-filled drive, ‘Sweet at Heart’, use a series of humorous images showing the lovable, laughable antics that children enjoy – from cheeky shortcuts when they’re out of jam to attempts at ‘helping’ with the baking!

“Children can be naïve and sometimes outright cheeky when they create mischief, and we’ll be capturing the moment when parents forgive their naughtiness because underneath it they know they have good intentions – or as we say – they’re ‘Sweet at Heart’,” said Kate Needham, marketing director at Burton’s.

“In the process we’ll be reminding the nation’s biscuit lovers that Jammie Dodgers are similarly playful and mischievous, and of course fun to eat – a permissible biscuit that doesn’t take itself too seriously. We’re encouraging families to do the same.”

The integrated campaign, which breaks this month, comprises an integrated Facebook and YouTube campaign using animated creatives, boosted by outdoor advertising targeting shoppers on the move, including front-of-store and in-store advertising. The campaign will also be amplified by a number of social influencers.