Fibre One unveils new wellbeing campaign


Fibre One has kicked off 2021 with a new ATL campaign which will see the snack bar brand from General Mills back on TV screens with a refreshed TV advert.

First of its kind for the brand, the Take30 Challenge initiative will encourage consumers to take 30 minutes out from their hectic routines to slow down and simplify their lives.

The call to action celebrates Fibre One Chocolate Fudge Brownies’ (RRP: £2.89) new recipe which has 30% less sugar.

“As we continue to balance our busy lives, amidst the pandemic and entering a new year, at Fibre One we recognised that we could all do with a bit of a breather,” Adrienne Burke, marketing manager for snacking at General Mills, said.

“This idea of ‘Take30’ also reflects our exciting new recipe renovation. We are really proud of how we have managed to reduce sugar by 30%, without compromising on taste. This means we’re able to further support our community of weight managers in having exactly what they crave.”

The wellbeing initiative will be supported on social media, with the brand engaging its Super Fan community alongside a paid-for campaign. Shopper activity showcasing the new 30% Less Sugar recipe will go live this month in major supermarkets and selected convenience retailers.

The TV advert, which highlights the improved, reduced sugar recipe and eye-catching new packaging, is running now until 3 February. Sampling through recipe kit company HelloFresh is expected to drive demand by getting it into the hands of 50,000 consumers.