Jammie Dodgers targets shopper engagement with surprise NERF promotion
It will see the two come together for an on-pack promotion designed to boost sales and drive brand love
Print21 May 2025
Fox’s Burton’s Companies (FBC) has announced a brand-new collaboration for its much-loved biscuit brand, Jammie Dodgers.
The promotion with Hasbro’s iconic active play brand, NERF, started on 1 May – and will run to 29 July.
It will see the two come together for an on-pack promotion designed to boost sales and drive brand love.
The promotion gives shoppers the chance to win one of 100 NERF SuperSoakers every day, but they’re no ordinary SuperSoakers, the biscuit brand explains.
These water blasters have been exclusively designed for Jammie Dodgers, featuring the brand’s iconic red pantone and love heart design.
Available across the full range of standard sized Dodgers, mini’s and Jammie Dodger Giant, the campaign will bring new shoppers into the brand by tapping into Nerf’s loyal fanbase and offering them a unique, collectable product.
Likewise, the inclusive fun of the Dodgers brand hits the spot with summer opportunities for water fights like the one shown in Jammie Dodgers advertising campaign last Summer.
Jammie Dodgers NERF on-pack promotion
One million milestone
Jammie Dodgers brand hit the one million milestone earlier this year. It is now worth €1.2 million RSV growing 39% in the 52 weeks and seeing continued double-digit growth in the latest 12 weeks, outperforming the market*.
This makes Jammie Dodgers’ promotional packs a must-stock for retailers looking to drive their sales this summer.
Commenting on the promotion, David Hedson, trade marketing director, FBC, said: “We’re incredibly excited to be launching this promotion with NERF.
“Both brands have a highly engaged and fun-loving core audience, so we wanted to create something extra special for them.
“The exclusive design can’t be found anywhere else, so we expect the promotion to be a real hit with shoppers, providing retailers with an opportunity to drive incremental biscuit sales across the summer months.”
The promotion will be supported across social media and in-store with stand-out point of sale packs available for retailers.
* Source: – NIQ Ireland Total Sweet Biscuits – Total Scantrack data to 23 March 2025.
Read more: Ferrero-related company to acquire Burton’s from Ontario Teachers
© 2025, by ShelfLife reporter
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