fibre one

General Mills is investing £3.5m into its Fibre One 90 Calorie snack bar range, the UK’s number three snack bar brand, with a new TV advert.

The new advert, live now across TV and VOD, shows the ‘Crave Club’, where people have discovered the freedom of having what they crave without the fear of judgment.

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Additionally, Fibre One will refresh its social media platforms and has partnered with women’s lifestyle magazine Grazia, as the sponsor of its Life Advice Podcast.

General Mills is expecting the campaign to reach four million consumers.

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Roisin Witort, marketing manager for snacking at General Mills, said: “We want to build the largest, loudest, and most engaged audience of snack bar consumers in the world – and earn their long-term loyalty. Once you know you can have what you crave without the guilt, you’re in!”

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