Sunny Bisk picks Millennium to handle over-50s drive

Sunny Bisk, the wheat biscuit brand, has appointed over-50s marketing agency Millennium to work on its through-the-line account. The brand has been planning a £2m campaign targeting older consumers since it was relaunched earlier this year (MW February 26).

The agency gave a formal presentation to Alk Brand, chief executive of brand owner Bokomo Foods UK, but did not take part in a competitive pitch for the business. The brand does not have an incumbent advertising agency.

Millennium is now working on a range of trade and consumer projects, which aim to support Sunny Bisk as its distribution grows.

The campaign is expected to include both above- and below-the-line work, which will be targeted at the over-50s. Millennium business development consultant Gerry Ibbotson says that Bokomo is in a growing minority of companies that has recognised the importance of the mature market.

Sunny Bisk, which was originally launched in 1933, has remained a niche brand in the UK despite having a higher profile in the South African and Australian markets. The wheat biscuit market is dominated by Weetabix and private-label products in the UK.

Bokomo, which was formerly known as Grain Health Foods, is part of South African cereal giant Pioneer Foods.

Cover Story, page 22

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